The Image King

The celebrity master personal branding consultant & international master trainer reveals the ‘in’s and ‘out’s of the world of pageants, time-saving tips on looking your best at all times, and how no setback or illness can stop him from achieving his dreams.

- Natalie Joy Lee

Many have tried to wear the crown, but for Joshua Luke, not only has he had his share of pageant wins (NUS Manhunt 1997/1998, Mr. Singapore 1999/2000) – he has also trained and sat on a few judging panels of international competitions such as Mister & Miss Pancontinental, and Mister & Miss Culture Asia World. We chat with Coach Luke, as he is fondly known in the industry, about his most recent international title victory ‘Mister Culture World 2017 (Advanced category)’, the international friendships (“we still have an active chat group to keep one another updated of what’s happening in our lives periodically”), and how to spruce up your image in just one minute.

What is it about pageants that stirs your passion for the past 20 years?

Pageantry is really about showing the best side of ourselves on stage. In preparation for that, a person needs to go through training on image & grooming, etiquette & mannerism, communication and public speaking, and even catwalk & stage presence. All these require a lot of confidence, something that many of us have but might not necessarily be tapped upon. Therefore, the process of pageant preparation, coupled with the finals’ experience, can really let a person develop such skills and blossom.

Any little-known pageant secrets to share?