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The 75th Anniversary of Miss World pageant is entering its decisive stages in Vietnam with Sierra Leone’s representative, Mariyam Lorba Konneh, carrying the nation’s hopes for a historic victory at the global competition.
The official competition format for the milestone edition has been unveiled, setting the stage for 111 contestants to be narrowed down through a series of rounds: from the Top 40, to the Top 20, Top 12, and ultimately the Top 6, who will compete for the coveted crown.
This year’s format features four continental regions (Africa, Americas & Caribbean, Asia & Oceania, and Europe), alongside challenge winners, the prestigious Beauty With a Purpose programme, and a People’s Choice component that gives supporters worldwide a chance to influence the competition.
Sierra Leone has participated in the Miss World competition since 1986, when Alice Matta Fefegula became the country’s first representative . Over the years, Sierra Leone has had 13 entries, with the nation’s best performance coming in 2009 when Mariatu Kargbo placed in the Top 16 . That same year, Kargbo also won the Miss World Talent competition, marking a significant achievement for the country.
Since then, Sierra Leone has sent representatives including Daisy Princess Mujeh Abdulai (2023), Enid Jones-Boston (2019), Sarah Laura Tucker (2018), Aminata Adialin Bangura (2016), and Vanessa Williams (2012), none of whom have placed in the competition.
Konneh, a former AYV Miss University Sierra Leone 2022 and First Runner-Up of the 2025 Miss Sierra Leone Competition, was officially appointed to represent Sierra Leone at the 75th Miss World Festival after it became clear the national competition could not be concluded in time to select and prepare a winner. The Board of Miss Sierra Leone Limited unanimously appointed her to safeguard the nation’s participation at the historic global event.
The final year Banking and Finance student at IPAM, University of Sierra Leone, is also a television presenter, philanthropist, and entrepreneur. She is the Founder and CEO of Mariyam’s Ways Limited and Mariyam’s Ways Foundation, and has been recognised among the 50 Most Influential Women in Sierra Leone.
Konneh has already attracted attention during the competition, including being part of the team that won the Miss World Head Chef Beauty competition in Vietnam on 17 August. She has been actively showcasing Sierra Leonean culture to audiences worldwide and recently expressed missing Sierra Leonean food, including cassava leaf, okra stew, and achekeh, while embracing the cultural experiences in Vietnam.
The Beauty With a Purpose component will remain central to the competition, highlighting contestants who demonstrate meaningful commitment to social impact and community development—an area that aligns strongly with Konneh’s own work and advocacy through her foundation.
As the competition enters its final stages, Sierra Leoneans at home and abroad are expected to follow Mariyam’s journey closely. The 75th Miss World will ultimately be crowned on 5 September 2026, in Nha Trang, Vietnam, bringing the historic anniversary edition to its grand finale.
