Miss Russian Switzerland, Miss Polefitness, Miss Autoemotionen, Miss Bikini, Miss Bern-Ost, Miss Handicap or Miss Cambodia — these are the names of the beauty contests, held in the Radisson Blu Hotel in Basel, the Berghaus Gobeli in Zweisimmen or the cantonal road-traffic office in Baden. Dramaturgy and choreography mostly follow similar patterns: catwalk runs by the candidates, film portraits, PowerPoint slideshows, a statement on the state of the world and performances by local music groups. In the wake of the success of the Miss Switzerland elections in the late 1990s and early 2000s, many local beauty contests arose; in hardly any other Western industrial nation are there so many. To be like Miss Switzerland, queen of all beauty queens, who during her year in office attains a celebrity status otherwise reserved for aristocrats and international superstars, is the dream of many young women.