Contestants dressed in cheongsams - and one in a sari - posing for a photo before the start of the finals of the Singapore Qipao Society's inaugural pageant at the Axis Theatre at Textile Centre on Friday night.

Established last year, the society aims to promote Chinese culture by gathering enthusiasts to showcase their love for the Chinese traditional garb, also known as the qipao.

Competing in three age categories, the 44 contestants - ranging from 20 to 60 years old - were judged on their poise, style and talent as well as etiquette, cultural knowledge and service to the community.

Winners will attend the Global Qipao Pageant in Hong Kong in November. One of the winners was Singapore permanent resident Yula Xiong (left, in white), 29, who came second in the 18 to 30 age category.

"I love Chinese culture and want to share it with everybody," said the wine taster from China who has been in Singapore for four years. She entered the pageant with her twin sister Jill, a student. Not to be left behind, sari-clad Arti Tiwari, 32, a Singaporean business analyst, won third prize in the talent show.