The event is in its third year. Winners will travel to Sanya, China in May for an international exchange.
Former Mrs Universe contestant Kogi So started the pageant to develop leadership, celebrate culture and connect young people.
Contestants create their own looks and performances to present on stage.
Essjay will perform a taiaha routine, using traditional Māori movement with rhythm, control and precision.
He is keeping his designs a secret until the day. One involves rolling thousands of newspapers.
Essjay started designing at 8, inspired by his mum Angela Tamata’s passion for fashion.
He placed second in the Dress for Success “Recycle the Runway” competition, part of the Vanish Landfill Challenge. He also entered Envirohub’s recycled fashion competition.
Essjay was a guest designer for the Dress for Success “Through the Ages” fashion show, hosted by Vanish at AUT in 2024.
Essjay Bennett (right) and his mum, Angela Tamata, in 2024. Photo / Andrew Warner
He usually works with second-hand materials, experimenting with structure and texture to rebuild garments in new ways.
One design flipped a men’s suit jacket inside out, bringing the lining to the front because he said it was too “beautiful” to hide.
He is working on a collection inspired by Tāne Mahuta, which he described as “big and strong” and something that “stands out”.
It features structured pieces, such as corsets.
Tamata said incorporating Māori culture was important to her son.
“It’s who he is.”
Giving back is part of the pageant, and finalists are encouraged to support their communities.
Essjay volunteers at Classic Couture on Hinemoa St, organising stock, setting up displays and helping with sales.
He also sells his own clothing.
Classic Couture sells donated clothing and supports Dress for Success Rotorua, which provides support, workplace attire and development tools for people entering the workforce.
Shop owner Ans Hoyle was Essjay’s “biggest supporter in the whole wide world”, Tamata said.
Tamata works with Kiddiewinks and said the charity supported young people through modelling, choreography and creative direction, while teaching skills such as sewing, construction and draping.
Essjay has set up a Givealittle page to continue his fundraising.
Most funds will go to DFS Rotorua and Kiddiewinks; 20% will go to the pageant and its charity work.
Tamata said Essjay was “very open” to giving back, whether that meant helping with mahi, supporting local initiatives or contributing in meaningful ways.
Essjay hoped to become a famous fashion designer one day.
Annabel Reid is a multimedia journalist for the Bay of Plenty Times and Rotorua Daily Post, based in Rotorua. Originally from Hawke’s Bay, she has a Bachelor of Communications from the University of Canterbury.