Queen of the Maple Leaf : Beauty Contests and Settler Femininity

As modern versions of the settler nation took root in twentieth-century Canada, beauty emerged as a business. But beauty pageants were more than just frivolous spectacles. Queen of the Maple Leaf deftly uncovers how colonial power operated within the pageant circuit. Patrizia Gentile examines the interplay between local or community-based pageants and provincial or national ones. Contests such as Miss War Worker and Miss Civil Service often functioned as stepping stones to larger competitions. At all levels, pageants exemplified codes of femininity, class, sexuality, and race that shaped the narratives of the settler nation. A union-organized pageant such as Queen of the Dressmakers, for example, might uplift working-class women, but immigrant women need not apply. Queen of the Maple Leaf demonstrates how these contests connected female bodies to respectable, wholesome, middle-class femininity, locating their longevity squarely within their capacity to reassert the white heteropatriarchy at the heart of settler societies.