The reigning Miss England and fellow beauty pageant contestants tried to show that "less is more" on Thursday by posing in sportswear instead of stereotypical swimwear.
Lance Corporal Katrina Hodge, who won the contest last year, posed with finalists for the forthcoming Miss London competition, set to take place on May 25.
The final of Miss London will not have a swimwear round, at Miss Hodge's request.
Instead, the 25 finalists will model sportswear from the Kings Road Sporting Club and evening wear from London dress designer Karen Karmody.
Miss Hodge, who served in the Adjutant Generals Corps but has been on an unpaid career break to pursue her Miss England duties, said getting rid of the bikini round would prove the contest was about "real women".
She said: "It's not just Miss London, it's going to be Miss England as well that's not going to have the bikini round.
"The reason is, in a world of size zero models it's not a particularly good image to give out to girls that you've got to be stick thin.
"We want to promote that Miss England is more of a real woman, a realistic role model.
"Girls open magazines, I have done it, and gone 'God, look at that girl', when in reality the girl in that photo probably doesn't even look like that.
"Having done Miss England two years in a row myself I met girls who were all dieting and worrying about the bikini round and I just thought it's not a good image for girls to have, so we should get rid of it."