The Moroccan Amazigh beauty pageant contest was organized as part of the festivities celebrating Yennayer, the Amazigh New Year, which falls on January 12.

On Friday (January 15) the International University in Agadir held the beauty contest where Loubna Chemmak, a 20-year old Moroccan from Awrir was crowned Miss Amazigh Morocco 2016, defeating nine other contestants.

At the same event, Ghizlane Bhari, 20, was adjudged first runner-up, while Soukaina Karyane, 22, was titled second runner-up.

The judges based their evaluation on a number of criteria including age, which must be between 18 and 28, Tamazight language mastery, beauty, cultural awareness, education and authenticity.

“The crowning of Loubna Chemmak was based on the majority vote of the audience in addition to the jury evaluation,” Moha Belbaida, member of the organizing committee, told Morocco World News.

The Amazigh beauty queen participated in the pageant based on her admiration of the contest’s cultural and social mission. Charitable activities, helping orphans and children in difficult situations, in addition to representing the Amazigh women and culture will be beauty queen’s (Loubna Chemmak) main focus.