Acqua Rocchetta accompanies Miss Italia into contemporaneity with the new sash of “Miss social”

There is no doubt that over time a competition like Miss Italia has changed, adapting to the contemporary. For example, for the first time in the history of the competition – born in the mid-1940s, and already then a springboard for beauty icons like Gina Lollobrigida, Sophia Loren or Lucia Bosè – the Misses will not have to parade in bathing suits, but will be able to wear whatever they prefer, in a further attempt to push them to best express their personalities. «Let’s try to avoid any more standardization in the way we talk about women»Patrizia Mirigliani had said at the time of the announcement of the epochal change for the most famous beauty contest in the nation.

It is not the only one, in fact. Considering the growing role of social networks in the lives of the public and aspiring beauty queens, Miss Italia has decided to adapt in this sense too, launching, on the occasion of the 85th edition of the competition, a social contest entitled «Miss Italia tells Italy»with the usual collaboration by Acqua Rocchetta, a historic partner of the competition since 1998.

A competition dedicated not only to the beauty of the Miss, but of Italy as a whole, told by the living voice of the most beautiful girls in the country. Since August, the contestants from all the regions have been invited to post on their Instagram profiles a reel in which to tell the beauties of their territory of origin with the hashtag #missitaliaraccontaitalia. A commission evaluated, assigning a score, the visual and verbal storytelling skills, the editing ability and the particularity of the chosen locations.

The winners of the “Miss Social” sash from each region (which can be discovered on the official Miss Italia page) were awarded on the stage of the regional final and reached the national pre-final on September 4th on a par with the winners of the other regional titles.

The transformations of modern times have not only brought the competition to digital platforms, but have encouraged the creation of a special Academy, to offer aspiring Misses an opportunity for discussion, growth and training, on the way to the final, which will be held in Fano on September 22nd. Through various activities and strategic collaborations, the Academy aims to train young women to help them be, in addition to beautiful, more aware, informed and ready to successfully face the challenges of the future.

Acqua Rocchetta, always an ally of beauty and well-being of the Miss (because “it contributes to the hydration of the epidermis and maintains its physiological cellular regeneration”). will also accompany them in this new adventure.