On July 29, 1951, Eric Morley, the publicity sales manager for Mecca Dancing, launched a groundbreaking idea on the banks of the Thames in London: an international bikini beauty contest to draw attention to the Festival of Great Britain. Celebrating a century since the Great Exhibition of 1851, the festival aimed to showcase British advancements in science, technology, and the arts.

Morley’s innovative concept quickly gained popularity, with the press coining the term “Miss World.” The inaugural event took place at the Lyceum Ballroom, which would become a frequent venue for future Miss World contests. That first year featured 27 contestants—6 from abroad and 21 from the UK. Sweden’s Kerstin “Kiki” Margareta Hakansson, a 22-year-old model from Stockholm, emerged as the winner. Laura Ellison-Davis from the UK secured second place, followed by Doreen Gaffney-Dawne, also from the UK, in third, and Jacqueline Lemoine from France in fourth.

As Miss World, Kiki received a cash prize, a piece of jewelry, and traveled extensively throughout Europe and the UK. She modeled for renowned brands like Christian Dior and Harmes in Paris and was even offered a seven-year film contract by Carlo Ponti in Italy, which she declined. The rest, as they say, is history!

Fast forward two decades to 1972, when Julia Morley introduced the “Beauty With a Purpose” initiative. To date, this program has raised over a billion USD to support underprivileged children and communities worldwide.

Over these 73 years, Miss World has seen thousands of young women participate, transforming their lives through the platform it provides. Under Julia Morley’s leadership, Miss World continues to grow, celebrating the talent, intelligence, and societal contributions of exceptional young women around the globe.

HAPPY BIRTHDAY, MISS WORLD!