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Not all beauty pageants are about showing off rock-hard abs—sometimes it’s better to have a little meat on the bones.

In 2012, Singaporean photographer Ernest Goh found himself in the middle of a Malaysian  . . . of chickens. The cocky beauty queens bobbed their heads, puffed their chests out, and flashed their flamboyant plumage to the crowd. The display, a popular affair in the rural reaches of Malaysia, inspired Goh to create a book with more than 70 quirky, dramatic, and stunning portraits.

Goh, who lives in Singapore, bases most of his projects in Southeast Asia. Growing up, the 36-year-old artist wanted to be a violinist, but it was an expensive craft. He then saw a TV spot on a photographer who travelled to exotic places to photograph curious things. “I remember thinking to myself: ‘that’s a pretty decent job to have,’” says Goh. And so, at 15 years old, he decided to follow that path.

Goh’s past work has been animal-centric: He’s portrayed goats, fish, and orangutans. His  project features a variety of poultry breeds from Malaysia and Thailand, including the Japanese bantam, black sultan, and Thai naked-neck. Goh’s favorite subjects are the flashy Ayam seramas. “The serama is probably one of the showiest birds I have ever seen,” says Goh. “And being a domesticated animal, it willingly struts its stuff in front of people.”

The chickens are true divas. “At no point are these chickens trained or abused,” Goh says, “neither are they pitted against each other in a cock fight. These chickens are appreciated purely for their ornamental qualities.”

In Chickens, which came out in the United States in March, Goh exposes the beauty and personalities of domesticated fowl with the help of his Hasselblad camera. Because of their diverse appearance and knack for melodrama, seramas are well represented in the book, spreading their starpower over more than half the pages. The runway was the first time Goh encountered these birds, and for good reason. Seramas never end up as dinner—the creatures are bred solely for these esteemed pageants and are judged on their feathers, colors, combs, and even how they strut. Owners often form a close relationship with their seramas and view them as warriors ready for battle. Sometimes, the bird will even pose like a soldier: standing straight, wings rigidly pointed to the ground, head up, and chest puffed out, says Goh.

Another unique breed showcased in the book is the silkie, named for the soft, silky feathers that cover its entire body, including its legs and middle toe. Native to Asia, the breed was in the 13th century by Marco Polo, who described it as a furry chicken. Like the flashy seramas, silkies are show chickens that often compete in poultry events. They’re also known for their amiable disposition—especially the females who are very nurturing and will hatch and raise chicks that aren’t even their own.

These plucky birds could definitely use a little more love. “Chickens have a tendency to show off naturally; it’s just that we do not look at them long enough to notice,” Goh says. But with his book that’s not really a problem: It’s hard to even look away. See for yourself . . .

No Brush Necessary

For this female silkie, every day is a fabulous "hair" day. Silkies have wild and wispy feathers instead of a neat comb, held together by Velcro-like barbulets. Blue earlobes, an extra toe on each foot, and black skin and bones make this bizarre breed really stand out. 

Sucking In

“Oh, I didn’t even notice the giant camera. I strike this pose all the time.” While his stance is stunning, this cock would lose points for poor form in competitions: Seramas should lift their wings in front of their legs, not back and upward.

Big-Breasted and Proud

Malaysians typically classify their seramas as “apples”, “dragons”, or “submarines”— this specimen would probably be an “apple,” based on the large size of his breast and the medium length of its legs.

King of the Coop

This serama’s magnificent crown reflects his royal lineage. Legend has it that this exotic bird, a crossbreed of Japanese and Malaysian bantams, was named after the kings of Thailand who held the title of “Rama.”

Petite Prima Donna

Seramas are considered to be the smallest breed of chicken; their crow is only about a fifth as loud as other breeds’. But judging by his glare, this cock is ready to prove that size doesn’t matter.

Chickens, by Ernest Goh, ABRAMS Books, 100 pages, $29.95. Buy it at .