KEY POINTS:
Once dismissed by its own chairwoman as "stupid" and "awful", Miss World is back in New Zealand.
The contest, in its 58th year worldwide, has been absent from the New Zealand pageant scene for three years, as there was no one to run it.
But an Auckland community
trust bought the Miss World New Zealand franchise last October. The final will be held in front of 850 people at Auckland Girls' Grammar School's Dorothy Winstone Centre tonight.
New Zealand Asia Pacific Trust trustee Desmond Foulger said the pageant was no longer "about girls in bikinis".
"The motto is beauty with a purpose. It's about intelligence, family values and charity work," said Mr Foulger.
The pageant has been embraced by a growing number of Third World countries seeking to "shine above their poverty", Mr Foulger said, and pageants are "hugely popular" in the Pacific Islands.
But interest among developed countries diminished during the 1990s, with pageants widely derided as being sexist and demeaning to women. The swimwear section in particular was dismissed as outdated and anti-feminist.
But the pageant underwent some fundamental changes after the death of founder Eric Morley in 2000, when his wife Julia became chairwoman.
The swimwear section was out and extended interviews were in as the contest placed a greater focus on brains, career ambition and social poise.
Mr Foulger admitted it was difficult to generate enthusiasm for the contest in New Zealand but there was a "spark" he hoped to build on.
Its rival, Miss Universe New Zealand, disappeared for five years before returning in 2006, and regional beauty pageants are still held all over New Zealand.
Miss World has raised $750 million globally for charitable causes.
This year's New Zealand pageant aims to raise $10,000 for the refurbishment of the oncology ward at Auckland's Starship children's hospital.
Mr Foulger said it cost about $50,000 to run the pageant which relies heavily on sponsorship.
It involves 21 girls from around New Zealand - but not necessarily the winners of regional competitions.
Girls pay $500 to enter. Rather than Miss Auckland or Miss Christchurch, there is, for example, Miss Paul Kelly Motor Company and Miss New Brew Tavern.
Mr Foulger and his wife, Miss World New Zealand pageant director Rose, aim one day to host the Miss World pageant in this country, which will cost "a couple of million".
The winner of Miss World New Zealand will travel to the final in Ukraine in October. The judges include last year's Dancing with the Stars winner Suzanne Paul and past New Zealand Idol winner Ben Lummis.
THE RIVALS
Miss World
* Started as the Festival Bikini Contest in 1951 in Britain by Eric Morley and nicknamed "Miss World" by press.
* First televised in 1959 by the BBC.
* Originally intended as a one-off, but Morley learnt of plans for Miss Universe and made it an annual event.
* Contestants from 110 countries.
Miss Universe
* Founded in 1952 by Californian clothing company Pacific Mills.
* First televised in 1955.
* US television network NBC and tycoon Donald Trump now own the New York-based Miss Universe Organisation.
* Contestants from 80 countries.