This photograph was taken in 1924. It shows the participants of the fourth annual beauty contest “Miss America”, held in September 1924 in Atlantic City, New Jersey. Its winner was 18-year-old Ruth Malcomson, who competed under the title “Miss Philadelphia”. She surpassed 83 contestants (at that time a record number of entrants). In the final, Ruth defeated Mary Katherine Campbell, who had won the title the two previous years in a row and was hoping to claim the crown for a third time. 

In the early days of the contest (then it was more often called the Atlantic City Pageant) its rules differed significantly from modern ones. The main evaluation criterion was natural attractiveness. Judges assessed body shape, skin condition, facial proportions, and even hair quality (thick, voluminous curls were in fashion). Cosmetics were not welcomed, as heavy makeup was frowned upon by society at that time. 

The talent competition we are accustomed to today did not exist back then either (it was added only in the 1930s). The girls competed in runway walks on the stage, a swimsuit parade on the beach, and a show of evening or theatrical costumes (the girls in the photo are captured in those).