Valeri Kirss, a notable figure in Estonian culture and the driving force behind the revival of the Miss Estonia beauty pageant, has passed away at the age of 80. Kirss, who had been suffering from Alzheimer's disease, played a crucial role in restarting the beauty competition in 1988 after a long hiatus. His leadership not only brought Miss Estonia back to the forefront of Estonian society but also inspired regional competitions throughout the country, marking a significant cultural revival during a transitional period in Estonia's history.

Kirss's background as a lawyer, coupled with his experience in media and communications, allowed him to navigate both the legal and creative facets of organizing such a prominent event. He initially worked as a legal consultant and later transitioned into media roles, becoming a key figure at Eesti Raadio and Eesti Televisioon. Kirss's vision for the Miss Estonia contest was realized through his efforts in establishing not just the pageant itself, but also connecting it with various cultural aspects in Estonia, thereby elevating the event's status and importance within the newly independent nation.

His contributions to the pageant included not only the organization of the yearly competitions but also the nurturing of young talents within the industry, influencing countless individuals and helping to shape public perceptions of beauty and cultural representation in Estonia. Kirss's legacy will likely endure through the ongoing evolution of the Miss Estonia pageant and the influence it has had on Estonian society since its inception under his stewardship.