Our society has increasingly become more visual and with that, the beauty standards women are being held to are getting more outrageous. Beyoncé sets out to expose these ridiculous ideals in the music video for "Pretty Hurts," the opening track off her latest album. The video takes place at a beauty pageant where the singer represents "Miss Third Ward," the area in Houston where she grew up, and reveals the lengths contestants are pressured to go to fit into an arbitrary standard of beauty. Unmasking the dark side of beauty pageants is a perfect fit for the lyrics, where Beyoncé laments about how appearance takes rank over intellect. In addition to the socially conscious video, Bey is also asking her fans to tag their photos on social media with #WhatIsPretty to redefine what beauty means to them. More details will be up soon on WhatIsPretty.com.
"Pretty Hurts" debuted on TIME.com, where Beyoncé will cover the magazine's TIME 100 issue. The album BEYONCÉ is also out now on iTunes. Be sure to visit Beyonce's Zumic artist page for more on her music and news.
Also, check out the official behind the scenes video: