However, because of the controversy arising from Håkansson's crowning in a bikini, countries with religious traditions threatened not to send delegates to future events, and the bikini was condemned by the Pope. Morley registered the "Miss World" name as a trademark, and all future pageants were held under that name. The pageant was originally planned as a Pageant for the Festival of Britain, but Eric Morley decided to make the Miss World pageant an annual event. When the 1951 Miss World pageant winner, Kerstin "Kiki" Hakansson from Sweden, was crowned in a bikini, it added to the controversy. The swimsuit competition was intended as a promotion for the bikini which had only recently been introduced onto the market, and which was still widely regarded as immodest.
The event was popular with the press, and was dubbed "Miss World" by the media. In 1951, Eric Morley organised a bikini contest as part of the Festival of Britain celebrations that he called the Festival Bikini Contest. 2.5 Puerto Rico 2021 & Impact of the COVID-19 pandemic.
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