USSR, 1989. The head of the House of Culture Vera Ignateva comes up with an event that is unbelievable for the USSR - she wants to hold the first beauty contest in the country. The idea looks pro-Western, and old-school officials put spokes in Vera's wheels, creating a lot of problems. But real problems come to her with the 90s, when the rules of the game change overnight and the bright idea of the triumph of female beauty is replaced by the dirty realities of the modeling business.