The Muslimah World contest to be held on Wednesday in the Indonesian capital, Jakarta, is "Islam's answer to Miss World", the pageant's founder Eka Shanti said today.
"Muslimah World is a beauty pageant, but the requirements are very different from Miss World -- you have to be pious, be a positive role model and show how you balance a life of spirituality in today's modernised world," Shanti told AFP.
The pageant is the latest backlash against Miss World, which has already dropped the bikini from its beach fashion round and has attracted more than a month of protests by Muslim hardliners demanding the show be scrapped.
The 20 Muslimah World finalists were chosen from more than 500, who took part in online rounds, reciting Koranic verses and telling stories of how they came to wear the Islamic headscarf, a requirement for the pageant.
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The finalists, from Iran, Malaysia, Brunei, Bangladesh, Nigeria and Indonesia, will parade Islamic fashions in what Shanti says is an opportunity to show young Muslim women they do not need to show their "immodest" parts -- including their hair and bare shoulders -- to be beautiful.
But Shanti said she did not support hardliners' calls to cancel the Miss World contest, acknowledging that Indonesia was a diverse country with many faiths.
The Muslimah World finalists will be welcomed with open arms, with hundreds of women wearing headscarves planning to take part in what they call an "elegance rally" tomorrow to greet the contestants and offer a moderate voice to the debate, Shanti said.
In contrast, Miss World contestants were again ridiculed today, with around 300 members of the radical Islamic Defenders Front gathering in the capital, holding signs that read "Miss World is a whore contest".