The Miss World organisation is rocking the pageant world.

Julia Morley, the Miss World chairwoman, has announced that it is dropping the swimsuit segment from the competition, reports ABC News.

And Chris Wilmer, national director of Miss world America/Miss United States tells ABC: "It's not just a beauty contest, it's 'beauty with a purpose'. There didn't seem to be a purpose to have the swimsuit."

The competition lately has made a point to showcase charity work carried out by contestants.

On Dec. 14, Miss South Africa, Rolene Strauss, was crowned the 64th Miss World.

"Miss World should be a spokesperson who can help a community," Wilmer told ABC News. "She's more of an ambassador, not a beauty queen."

Instead of focusing on taut abs and sexy swimsuit bods, Wilmer says Miss World plans to feature a beachwear round. "It'll be more of a fashion competition than a bikini show," Wilmer said.

Miss World contestants will still compete in events including dance, talent, top model gown, Beauty with a Purpose video and several interviews.

Says Wilmer, "Pageantry is an age old industry and I think with Julia getting rid of swimsuit and making it more of a lifestyle competition sends a strong message and I applaud her for it."

We've reached out to the Miss America organisation for comment on the Miss World news — and to see if they are considering following suit — but have not heard back.