...[Ines] Ligron, 44, is the national director of Miss Universe Japan, and her job is to create world-class beauty queens out of young Japanese women in a country that favors smallness over voluptuousness, reserve over unrestrained confidence, a demure smile over a sparkling grin... "When I came in 1997, Miss Japan was run by a broadcaster, and had turned into a show by men, for men," says Ligron. With the backing of the Trump Foundation, Ligron hired an all-female staff to refashion the tacky swimsuit contest into a lucrative entertainment business ― which aimed at nothing less than winning the title.
But Ligron set out to do more than increase NBC airtime for Japan and make Trump a richer man. As a schoolgirl Ligron saved her lunch money to buy fashion magazines, and she was appalled to find in Japan a country of young women hunched over and wobbling in untrendy shoes, avoiding the sun to keep pale, hiding under too many layers of stockings and Bridget Jones underwear. "The first thing that struck me was ― I have to liberate these women!" she says. Ligron improvised a one-woman finishing school for Miss Japan contestants, which involves stripping in front of a triptych of mirrors to learn to be comfortable with their bodies. The women would also live with the beauty producer for months to learn "how to be a woman, a gaijin [foreigner] woman, from me...Japanese men want infantile anorexic kawaii [cute] women in their 20s who act like they're 12. Now girls are beginning to find role models in women with real talent, careers, confidence"...more...