Alexia Laroche-Joubert: "Miss France is a feminist program"

It's a small revolution in the world of Misses.

This week, Alexia Laroche-Joubert announced the creation of the company Miss France, a new legal entity which includes both the production of the TV show dedicated to the election of the beauty queen scheduled for December 11 in Caen as well as the follow-up of the committee.

With one goal: to modernize “the brand” while safeguarding the fundamentals of the competition.

You have just created the company Miss France, what does that mean?

ALEXIA LAROCHE-JOUBERT.

The Miss France brand and the events program have been brought together in a single entity. I am a woman who takes the presidency, alongside Sylvie Tellier, general manager. Sylvie ensures the brand's influence, works with the title Miss, the regional committees and unites the Misses in this big family. I have known her for a long time, she feels how to preserve the values ​​of the competition. We will work in full consultation. She will continue to develop the brand as she has successfully done for over 16 years. Also named, Frédéric Gilbert is responsible for the content in images, for example the portraits that we shoot, and any documentaries. Me, I oversee the company, with its financial aspect, I work to promote Miss France here and abroad.I want to develop and revive the election of Miss Europe with a European television program. We are also thinking about doing something with the old Miss put forward for the 100th anniversary last year.

"Miss France can transform participants into business leaders, influencers, people who matter"

Alexia Laroche-Joubert

Why are you embarking on this new challenge?

20 years ago, when Endemol took over Miss France, I supervised two editions and I loved the dream it brings, meeting these young women. In the shows that I have produced, there is one thing in common: I like working with anonymous people, that they take over the television and that there is a social lift effect. It's the same story with "Loft Story", "the Star Academy" or "Koh-Lanta". Miss France can transform the participants into business leaders, influencers, people who matter in civil society and convey the image of modern women who take charge, earn their living. I find that awesome. Miss France is a feminist program! This competition gives the opportunity to women from all social backgrounds, from all regions of France to experience incredible things.

Alexia Laroche-Joubert has produced shows such as “Star Academy” or “Koh Lanta”.

ALP / Philippe Le Roux

Feminist associations will not really agree with you.

Those who highlight the parade in a two-piece swimsuit ...

It drives me crazy. Should we cover women who choose to parade in swimsuits? Are we going to tell Beyoncé that she is not a feminist under the pretext that she is in a swimsuit in her videos? We are also criticized for being too rigid on nudity and the fact that we do not want cosmetic surgery so as not to influence young girls. Me, I offer them the opportunity to participate in a magnificent evening, to be applauded, celebrated, to meet girlfriends and to discover a universe. How is assuming your femininity a problem? I had a problem in previous editions: we were too much in a Victoria's Secret fashion show

and mannequins.

I don't want that anymore.

When you are Miss, you are elected by the French, you must be close to them, like contact, be in representation, convey values.

This is not a model role!

So I rebalanced.

In the show from now on, we will see more of the participants telling each other, explaining their motivations to understand what they want to do with it.

The Miss is not just a girl who rips into two pieces!

And it's a joke to say that we debase women!

This year, we have a record of registrations.

"This will not be Jean-Pierre Foucault's last year"

Alexia Laroche-Joubert

Did you talk to Geneviève de Fontenay, the former president, before getting started?

No, but I had very good contact with her, especially at the time of the centenary in 2020. She blew me away.

She didn't come last year but it touched me that she found the show beautiful.

It's as if she validates my intentions.

When her son sold Miss France

, it was complicated.

It's not easy for her, I respect him deeply.

She has a form of regret which can sometimes turn into bitterness.

However, I am grateful to him for the gift I have in my hands.

What are you preparing for the election in December?

We found the theme.

I want to tell a great story and those of all the women who have the courage to put aside a month and a half of their lives.

I wish to put in beauty the regional costumes: I am a fan of this part and this regionality is the story of Miss France!

This will not be Jean-Pierre Foucault's last year.

And, I love that this night is one of the few live shows.

I love this adrenaline, a homecoming.

Do you plan to appear on the air like you did in "Star Academy"?

No, because the incarnation of Miss France is Sylvie Tellier.

I am very happy to be backstage.

Anyway, I don't have the required height, I'm only 1m61

!