In 1951, Eric Morley organised a bikini contest as part of the Festival of Britain celebrations that he called the Festival Bikini Contest. The event was popular with the press, which dubbed it “Miss World”. The swimsuit competition was intended as a promotion for the bikini, which had only recently been introduced to the market and was still widely regarded as immodest. When the 1951 Miss World pageant winner, Kerstin “Kiki” Hakansson from Sweden, was crowned in a bikini, it added to the controversy.