As the media landscape changes on a continual basis, so do the standards which have long defined beauty since the birth of modern media. Once considered the apex of traditional femininity, beauty pageants specifically have had to find a different place in the market in such ways that resonate with the traditions of times past, and point towards the future. 

Multi-award winning beauty pageant queen Joanna Borov is the perfect example of how beauty pageants are not the hallmarks of women vying for attention, but empowered creative individuals who have found an empowering platform for their interest in philanthropy and fashion. The busy jet-setter, who was awarded a Masters degree in Fashion from the University of Arts London, has kindly offered us her insights into how her career, pageants and fashion have coalesced.

“I have been very lucky to build a lot of publicity and popularity throughout Europe, South America and Asia for my participation in a number of pageants, it’s helped me forge some incredible collaborative relationships with a number of people I admire.” 

One of those people is innovative and acclaimed fashion designer Will Franco, an industry powerhouse with whom Joanna will collaborate on a number of campaign and publicity related duties in the United States. 

“Will’s company asserts itself in the market in a really creative way, and it’s truly empowering to be a part of it as a model – not just a face, but someone actively involved in the creative strategy of campaigns and business,” Joanna elaborates. 

Further into our discussion, Joanna explains how Will spotted her because she won prizes at many notable beauty pageants, including World Beauty Queen and Miss Motors Formula 1, the latter of which lead her to being profiled in 32 magazines worldwide and 15 TV stations, including ITV, BBC and CNN. The annual event, which boasted the attendance of celebrities like Luke White and Jordan Wright, has enjoyed sponsors and company association such as BMW, Lamborghini London, Luxor Gold and Pilsner London. 

“I felt very lucky to be a part of that event,” Borov explains. 

To be given a prize by the Miss Motors Formula 1, which hosts over 200 casting sessions throughout Europe to find its eventual winner, is no small feat – the winner is awarded a trip to the Monaco Grand Prix worth £10 000, material awards from sponsors, an opportunity to participate in Grand Prix all over the world including in the UK and Abu Dhabi, press exposure, and an invitation to many prestigious events throughout Europe. 

In an even stronger testament to how well-respected she is in the arts industry, Joanna has been asked to judge beauty pageant too – further cementing her status as one of Europe’s top models. 

Of course, it’s not just a series of photoshoots and catwalks which has lead to a watershed career moment such as this. Joanna, as someone focused on more than just physical beauty, has had to develop meaningful business relationships with key creatives, understand advertising, appreciate and perfect skills in brand ambassadorships, and ultimately position herself as a conduit through which the public and consumers see themselves. 

It is this universal appeal that has positioned her to be the face of Will Franco’s upcoming winter collection and beyond, requiring her to star in a number of fashion shows, commercial photo shoots, billboards and editorials centering around LA Fashion Week, New York Fashion Week and face-to-face presenting collections within and outside the United States over the next three years. 

The distinguished nature of Will’s company is self-evident. After graduating with honors in Fashion Design and Merchandising in CSULB, Franco has shown at LA Fashion Week, Palm Springs Fashion Week, London Fashion Week, New York fashion Week and featured in New Face Magazine, Vuez Magazine New York, Elegant Magazine and Teen Cruze. The list, as it were, goes on, exhaustingly so – but not too exhausting for someone with the one-of-a-kind and incredible talents and work ethic of Joanna Borov. 

“My parents always told me to never rest on my laurels, and I think it’s important to match skill and talent with ambition and hard-work,” she says. 

This hard work was most obviously reflected in her judging experience in Argentina, where she was invited to oversee and evaluate the merits of top South American models participating in Miss Film Festival International Argentina 2019.

Other judges, which reinforce the esteemed standing of Borov’s career, were Miss Universe Argentina 2015 Claudia Barrionauevo, international journalist Renato Russo and assisted by the presenting styles of Argentinian star Hernan Drago. 

“It was very fun,” Borov explains. What was most exciting for Joanna was how she was able to support another model rising through the ranks as she did years prior, as the winner was flown to the Cannes Film Festival. 

Supported by the local government, and sponsored by many brands including Bodega Puna, Dakota and others, the event was screened on live TV and profiled by Argentinian news and magazines, further elevating Borov’s profile in the region.  

“I’m excited to perhaps do more of that type of work in the future, but for now, I want to enjoy the start of my work with Will, and other endeavours in the US – it’s a great time to be a part of a changing industry,” Joanna states with a smile.