‘It’s Not a Pageant’: 2025 Miss Universe Australia Redefines the Crown

SYDNEY – In a sun-drenched studio, the newly crowned Miss Universe Australia 2025, Lexie Brant, is dismantling stereotypes one sentence at a time. Her title, she insists, is not about a glittering coronation but a platform for professional growth and global advocacy. Her message is clear: forget everything you think you know about beauty pageants.

The Evolution of a Institution

The Miss Universe Organization has, for years, been on a transformative journey, steadily pivoting from its traditional focus on physical appearance towards a model emphasizing intelligence, social impact, and entrepreneurial spirit. The 2025 edition, under Brant’s representation, appears to be the culmination of this effort.

Gone are the days when contestants were solely judged in swimwear. The modern competition framework now heavily weights interviews, social impact initiatives, and advocacy. Contestants are now more likely to be asked about foreign policy or their business plan than their favorite beauty tips.

“The archetype is broken,” says Dr. Evelyn Shaw, a cultural sociologist at the University of Melbourne. “The organization has consciously rebranded. It’s no longer just a ‘pageant’ in the archaic sense; it’s a large-scale platform for women who are often already accomplished in their fields—law, medicine, business—to gain a global microphone for their causes. Lexie Brant is the perfect ambassador for this new era.”

Meet Lexie Brant: The Ambassador

While details of Brant’s background are still emerging in the wake of her win, those close to the program describe her as a sharp, articulate woman with a deep commitment to her chosen advocacy issues. Early reports suggest a focus on educational equity and environmental sustainability, though she is expected to fully unveil her platform leading up to the international competition.

Her demeanor during the Sky News interview was not that of a reality TV star, but of a poised diplomat. She spoke with the measured confidence of a CEO, reflecting the “professional development” she credited the national program for providing. This includes intensive training in public speaking, media engagement, and strategic communication—skills transferable to any career path.

A Support System, Not a Battlefield

Another stereotype Brant directly challenges is the notion of cut-throat competition among delegates. Popular culture often portrays pageants as a hive of rivalry and sabotage. Brant’s experience, however, has been the opposite.

She speaks of a community built on mutual support and empowerment. “I am filled with support,” she said, referring to the overwhelming encouragement she has received from the organization, her fellow state finalists, and the Australian public ahead of the global finals in Thailand.

This sentiment is echoed by former titleholders. Caris Tiivel, Miss Universe Australia 2022, notes, "The women you meet are your biggest cheerleaders. You share a unique and intense experience. The network you build is one of the most valuable parts of the journey—it's a sisterhood that lasts long after the crown is passed on."

This supportive environment is by design. The national organization has actively worked to foster collaboration over competition, organizing workshops and team-building exercises that encourage delegates to lift each other up.

Looking Ahead: Thailand and Beyond

The 74th Miss Universe competition in Thailand will be Brant’s next stage. When asked about the immense pressure of representing an entire nation on a global scale, her response was characteristically assured: she claims she is “not nervous.”

This lack of nerves isn’t born of arrogance, but of preparation and perspective. For Brant, the value lies in the participation itself—the chance to connect with over 80 other women from around the world, share ideas, and present Australia’s values on an international platform. Winning the international crown would be an honour, but it is not the sole objective.

“The goal is representation,” says a spokesperson for the Miss Universe Australia program. “It’s about sending a thoughtful, articulate Australian woman to the world stage to tell our story and learn from others. The competition is a vehicle for cross-cultural dialogue. Lexie embodies that mission perfectly.”

Her preparation for Thailand will be rigorous. It will involve deepening her knowledge of global affairs, refining her advocacy pitch, and continuing the physical and mental conditioning required to withstand a grueling schedule of appearances, rehearsals, and live broadcasts.

The Redefined Crown

So, if it’s not a pageant, what is it? Lexie Brant and the institution she represents are arguing for a new definition: a year-long professional development and ambassadorial program that culminates in an international conference of young women leaders.

The crown and sash are merely the symbols of the role—a role that functions much like a public-facing executive. The titleholder becomes a spokesperson, an advocate, a networker, and a representative. Her “reign” is a full-time job involving charity work, public speaking, and brand partnerships.

This recalibration is also a strategic move for relevance. To survive in a modern, socially conscious world, institutions like Miss Universe must adapt to values of empowerment, intelligence, and agency. They must attract women like Lexie Brant, who would likely be uninterested in a contest based purely on aesthetics.

“The world is changing, and so are we,” said Jenna Browne, National Director of Miss Universe Australia. “We are not looking for just a beautiful face; we are seeking a resilient, intelligent, and passionate woman who can use this platform to create tangible change. Lexie is that woman. She understands that this is a job of service and leadership.”

A New Chapter for Australia

As Lexie Brant prepares to depart for Thailand, she carries with her the hopes of a nation and the weight of a shifting legacy. Her journey will be closely watched not just by pageant fans, but by those interested in the evolving narrative around women’s platforms and power.

Her success will not be measured solely by a final placement in Thailand, but by her ability to leverage the title throughout her year of service and beyond. The ultimate win for the modern delegate is a launched career in media, business, or advocacy, using the skills and exposure gained from the experience.

Lexie Brant’s first act as titleholder was to redefine the very nature of her title. In stating “it’s not a pageant,” she issued a challenge to public perception and embraced the immense responsibility that now rests on her shoulders. Poised, professional, and filled with a sense of purpose, the new Miss Universe Australia is ready to show the world that the crown isn’t about being looked at—it’s about being heard.

The 74th Miss Universe competition will be held in Bangkok, Thailand, later this year.