- Noor Xarmina, a former venture capitalist turned model, is set to represent Pakistan at the Miss Universe 2024 pageant in Mexico, aiming to advocate for women’s safety and climate change issues in her home country.
- After leaving her career in London and returning to Pakistan in 2023, Xarmina quickly rose to prominence in the modeling industry, winning the Miss Universe Pakistan title and preparing to highlight Pakistan’s rich culture and talents on the global stage.
- Despite previous controversies surrounding Pakistan’s participation in international beauty pageants, Xarmina emphasizes the importance of respecting cultural sensitivities while using her platform to improve Pakistan’s image and advocate for peace amidst global conflicts.
As Noor Xarmina, an Islamabad-based venture capitalist turned model, prepares to represent Pakistan at the Miss Universe 2024 pageant in Mexico this November, her primary mission is to spark change in her home country, focusing on critical issues like women’s safety and climate change.
Xarmina was born in Islamabad but spent over a decade living abroad. She left her career as a venture capitalist in London to attend drama school and later returned to Pakistan in 2023 to pursue acting and modeling. After working with several top brands in Pakistan, she applied for the Miss Universe Pakistan 2024 pageant. Out of 21 shortlisted candidates, she emerged as the winner at the contest held in the Maldives on July 20. The pageant was organized by the Dubai-based Yugen Group, which also manages the franchise rights for Miss Universe Bahrain and Miss Universe Egypt.
Over the next few weeks and months, Xarmina will dedicate her time and energy to training for the 73rd Miss Universe pageant, which will take place in Mexico for the first time since 2007.
As the 29-year-old prepares for this prestigious competition, she expressed her desire to be a catalyst for positive change in Pakistan.
“If I win the Miss Universe 2024 title, I aim to swiftly implement some of my ideas concerning women’s safety and climate change in Pakistan,” Xarmina, who holds degrees in biology and business, shared with Arab News in a recent interview. “I intend to focus immediately on these social causes that I’ve been advocating for.”
Noor Xarmina, Miss Universe Pakistan 2024, spoke with Arab News Pakistan in Karachi on July 26, 2024. (AN photo)
Women’s safety and climate change are pressing issues in Pakistan. The country is frequently ranked among the most dangerous for women, with thousands of cases of violence reported annually, including rape, acid attacks, sexual assault, kidnappings, and so-called “honor killings.” Additionally, Pakistan, with a population of 240 million, is highly vulnerable to the impacts of climate change.
“There are numerous challenges faced by women in Pakistan, and few voices have the platform to bring these issues to the global stage,” said Xarmina, the second Pakistani woman to earn the Miss Universe Pakistan title, following Erica Robin in 2023.
“I hope to bring these issues to the forefront, understand them deeply, and communicate them effectively to the rest of the world,” she added.
Xarmina expressed disappointment over the delayed participation of Pakistani women in major beauty pageants.
“We have not only beautiful women but also talented, intelligent, and outspoken women in leadership roles,” she stated. “The world often has misconceptions about who we are, what we do, and what we can achieve.”
“I’m truly excited to demonstrate our capabilities. This is a significant responsibility, and I intend to uphold it with dedication. I hope to make Pakistan proud,” Xarmina continued.
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Cultural Sensitivities
Last year, Pakistan saw a wave of backlash when Karachi-based model Erica Robin was crowned Miss Universe Pakistan among five finalists in the Maldives. Senator Mushtaq Ahmed of the Jamaat-e-Islami party labeled it as “shameful,” while then-Caretaker Prime Minister Anwar ul-Haq Kakar initiated an investigation. Online critics also accused Robin of tarnishing Pakistan’s image and Islamic values, urging the government to denounce the Miss Universe pageant.
Despite the controversy, Robin, representing Pakistan on the Miss Universe stage in El Salvador, expressed on Instagram that she felt “blessed” to join nearly 90 stunning delegates worldwide, championing equality, purpose, and sisterhood.
Xarmina echoed Robin’s sentiments, stating that participating in international competitions like Miss Universe provides a chance to improve Pakistan’s global image.
“Changing perceptions of our country starts with small conversations and personal interactions, whether it’s a discussion with the representative from Mexico or the US,” she explained.
“I hope to convey that Pakistan has a rich culture centered on respect, love, passion, and unity. I want to leave a lasting impression that resonates positively,” she added.
Xarmina also emphasized the importance of respecting her country’s “cultural sensitivities” during the event.
“Though my international upbringing has made me comfortable wearing various attire, I recognize Pakistan’s cultural nuances. I aim to wear something that makes everyone in Pakistan proud,” the Miss Universe hopeful explained.
Having lived and worked in the UK, US, South Africa, Romania, UAE, Singapore, Canada, and Portugal, Xarmina is now enthusiastic about pursuing more modeling and acting projects in Pakistan. She stated:
“Many people feel the need to leave Pakistan, but for me, returning was the best decision. The entertainment industry here is still developing and evolving. The stories we see on screen are maturing, making it an exciting time to be an actor in Pakistan.”
When asked if she wanted to convey a message to the world amidst ongoing conflicts in Palestine, Ukraine, and other regions, Xarmina added:
“Given the opportunity, I would always advocate for peace. No one supports innocent lives being lost over political disputes. I hope to champion this message and receive the same energy in return.”