Breaking away from the superficiality that is so frequently associated with beauty pageants, The Miss America pageant is waving goodbye to its swimwear segment and will no longer be judging their competitors on their physical appearance.
Has the message in Beyoncé's "Pretty Hurts" finally been heard?
It seems it.
The evening gown section has also been cut, with candidates now being asked to alternatively put on something that makes them feel beautiful and reflects their personal fashion sense.
The former winner, Gretchen Carlson, broke the news on ABC's Good Morning America.
She said, "We will no longer judge our candidates on their outwards, physical appearance. That's huge,"
Carlson, the first former Miss America to be named chair of the board of trustees of the Miss America organisation, said: "We are no longer a pageant,
"We are a competition."
Rather than there being a swimming costume segment, there is to be interviews with contenders of whom will be questioned about their intelligence, passion, and understanding of the role of Miss America.
What a transformational benchmark in history this will make for both girls and women.
It's hardly unknown that, for centuries, women have been subject to objectification and sexualisation which has frequently led to culture and society intrinsically viewing them as lacking in interior values and qualities such as intellectual vigour and integrity.
With Miss America being as renowned as it is, such a substantial change in bound to morph societal attitudes towards women, for the better.
Whilst women should feel proud of their bodies and physicality, and will naturally be inclined to showing off what they've worked hard to look after and strengthen, blatant is the fact that this becomes an issue when society starts to value women in this way in their entirety.
Cara Mund ✔@MissAmerica We’re changing out of our swimsuits and into a whole new era #byebyebikini#MissAmerica2019
12:51 PM - Jun 5, 2018
This is likely behind what Carlson explained, that: "We've heard from a lot of young women who say, 'we'd love to be a part of your programme but we don't want to be out there in high heels and a swimsuit'.
Finally, women are not obligated to do this anymore.
"Who doesn't want to be empowered, learn leadership skills and pay for college and be able to show the world who you are as a person, from the inside of your soul?"
"That's what we're judging them on now.", she added.
Having recently turned advocate for victims of sexual harassment and a champion of the #MeToo movement, it seems as though Carlson's eye's have been opened, and is finally using her authority to make a real, impactful difference.
We too, are delighted to say #ByeByeBikini, and hello, to individual and meaningful style.