ENTREPRENEUR Themba Mthembu, of KwaMashu in Durban, was disheartened by the way his full-figured friends and family were treated, so he decided to make them feel special.

Mthembu will host the first annual Miss Flamboyant South Africa in October next year, with entry applications closing on February 23.

"I am making a call for all full-figured women between the ages of 18 and 34 to enter the competition. They need to be between sizes 36 and 44, and be a minimum height of 1.55m," he says.

He explains that what worries him the most is how society perceives full-figured women.

"They are often associated with being ugly and are prone to abuse because of their weight," Mthembu says.

He urges people to be more receptive of these special women and encourage them to reach their goals.

"Even the modelling industry marginalises these women, hence we want to expose them to the opportunities available out there," he adds.

Mthembu says this pageant is not only about beauty but also will encourage healthy lifestyle choices like exercise, eating the right food and portions, and taking little steps every day to ensure a healthy body.

"As part of the legacy of the pageant I plan to start an organisation to educate women about the dangers of over-eating, because most of them are comfort eaters," he says.

The official launch of Miss Flamboyant will be held at one of the beneficiaries of the pageant, the Siyagabisa Children's Home in Tembisa next month.