An alternative* beauty pageant* to be held in a remote Icelandic town will reward contestants’ wrinkles* and other bodily imperfections* and hopes to challenge Western ideas of beauty, organizers said last week.

“Anyone can make the rules about what beauty is. We want to change the rules,” one of the contest’s organizers, Matthhildur Helgadottir, said.

The contest, scheduled for April 18, will be held in the town of Isafjoerdur, population 3,000, in the northwest of Iceland.

Men and women are welcome to register as contestants and while there is a minimum* age of 20, there is no upper age limit.

The only other stipulation* is that contestants have not gone under the plastic surgeon’s* knife for cosmetic* reasons.

Prizes are as yet undecided but the “fun and honor” of taking part will be sufficient reward for contestants, according to Helgadottir.

Organizers remain undecided on how to rate participants.

The idea for the contest emerged* while Helgadottir — a feminist* — was talking with friends in an Isafjoerdur pub.

Five people — three women and two men — have registered to take part.

Helgadottir remained optimistic that many more will sign up* once news of the competition spreads.