Pageant headshots or Playboy pinups? Another year, a new controversy on the pageant circuit.

Sexy new black and white photos of this year’s Miss USA pageant contestants — snaps some opponents are calling overtly sexual –have ruffled quite a few feathers and have pageant officials facing the ire of an outraged public.

According to TMZ.com, the 2010 hopefuls have chucked away the traditional ball gown and tiara in favor of fishnet stockings, boyshorts, and provocative positions in their promotional photos for next weekend’s ceremony. The site claims Miss USA organizers have already received thousands of phone calls from angry fans decrying the oversexualition of the contestants in the controversial pics.

However, at least one rep for the pageant just can’t understand what all the fuss is about.

“You can have brains and be smart and still be sexy,” the representative for Miss USA told TMZ.

The young women will compete for the title of Miss USA 2010 at the Planet Hollywood Resort & Casino in Las Vegas on May 16.