Russian National Crowned Miss Armenia 2024, Sparking Outrage as Armenians Demand Answers

Russian singer Irina Zakharova has been crowned as Miss Universe Armenia 2024 sparking a widespread controversy among the global Armenian diaspora. The 31-year-old singer, who won the title at the contest held in Moscow, will now represent Armenia in the Miss Universe pageant, set to take place in Mexico in November 2024.

However, many Armenians are questioning how a Russian national was chosen to represent their country in one of the world's most prestigious beauty contests. Journalist and feminist activist Zara Ghazaryan voiced her concerns on Instagram, asking, “How did that girl earn the right to represent Armenia?” Ghazaryan suggested that without a clear justification, it seemed Armenia's name was simply used for participation in the competition. She also said that the decision had taken a rare opportunity away from Armenian women.

Adding to the controversy, reigning Miss Armenia 2023 Kristina Ayanian revealed that she was not contacted by the pageant or the new national director to crown her successor, breaking from the tradition of inviting the current titleholder to pass on the crown. Ayanian posted a video on social media in which she pointed out the violation of Miss Universe international rules. “Per the Miss Universe international rules, title holders must be a citizen of the country they’re representing, and they have to live in the country they’re representing for a certain period of time. The current representative of Miss Universe Armenia 2024 is not a citizen of Armenia, not of Armenian descent, and has not lived in Armenia,” Ayanian said. Her remarks have fueled the ongoing debate about whether Zakharova’s selection aligns with the values and guidelines of the competition.

The selection process for Miss Universe Armenia has become a point of contention, especially since the rules for eligibility have reportedly become more lenient in recent years. Gohar Harutyunyan, former director of the Miss Universe Armenia contest, explained that the competition used to have stricter guidelines. In an interview with Russian news agency Sputnik Armenia, Harutyunyan said that during her tenure, only women living in Armenia with Armenian passports could compete. Contestants also had to be under 28, unmarried, and childless.

Since the rights to organize Miss Universe Armenia were purchased by Thailand's JKN Group two years ago, the rules have changed. According to Harutyunyan, anyone can now participate, regardless of their age, marital status, or nationality. She also suggested that the new national director of the competition is determined by who can pay the most money to acquire the rights to host the pageant.

The controversy deepened when it was revealed that the current national director of the Miss Universe Armenia contest is Yulia Pavlikova, a Russian national from Crimea. Pavlikova also holds the rights to the Miss Universe Estonia contest. She gained the rights to the Armenian competition after the Miss Armenia pageant was suspended in 2022 due to a lack of sponsorship.

Pavlikova expressed her excitement about her role, stating that after her debut in the Miss Universe contest, the organizers saw her potential as a successful leader with experience in the modeling industry. In an interview with KP-Crimea, she said her decision to acquire the rights for the Armenian and Estonian competitions came after productive negotiations with friends and partners in both countries.

While Pavlikova’s involvement has drawn criticism, Gohar Harutyunyan raised further concerns about the competition being held in Moscow, with the majority of participants being either Russian nationals or Armenians living in Russia. Harutyunyan questioned how Irina Zakharova could properly represent Armenia on the global stage. She pointed out that past Armenian contestants had used the platform to speak out on important issues, including the ongoing conflict in Artsakh (Nagorno-Karabakh) and women's rights. “Of course, we did not take a high place, but our voice was heard,” Harutyunyan added. She went so far as to suggest that Armenia might have been better off not participating in the competition at all under these circumstances.

The backlash has not only come from the general public but also from former Miss Armenia and Miss Universe Armenia contestants. Many of them said they were unaware that the contest had even taken place. Dayana Davtyan, Miss Universe Armenia 2019, expressed her shock upon learning that Zakharova had won. She noted on social media that Zakharova and Pavlikova have had close ties since 2022.

Mirna Bzdigian, who represented Armenia in Miss World 2022, also voiced her concerns. She and other contestants contacted Armenia’s Ministry of Education, Science, Culture, and Sport, calling Zakharova's win a serious issue. Bzdigian argued that allowing someone from another country to represent Armenia in such an international competition could dilute Armenia's national identity. “If we let this happen, we will be lost as a nation, we will lose our identity and our history. This is a catastrophic mistake,” Bzdigian said.

The Ministry of Education, Science, Culture, and Sport has so far declined to comment directly on the issue. When approached by reporters, they neither confirmed nor denied receiving complaints about the situation, instead requesting that any inquiries be submitted through official channels.

The Miss Universe pageant is often seen as more than just a beauty contest. It is a platform for showcasing the culture and values of the countries represented. Past Armenian contestants have used their participation to bring attention to important national and regional issues. With Zakharova set to represent Armenia in November, many Armenians feel that their country’s voice may not be as strongly represented as it has been in previous years.