If you were around in the late 1970s, you didn't just know the name Cheryl Tiegs. You saw her everywhere. She was on your television, your newsstands, and very likely pinned to a bedroom wall in the form of a record-breaking poster. While the phrase "supermodel" gets tossed around like confetti these days, Tiegs was one of the very few who actually built the blueprint. But honestly, if you look at the history of Sports Illustrated Cheryl Tiegs collaborations, it wasn't all just glamour and sun-drenched beaches. There was a weird, accidental nature to her most famous moments that most people completely forget.
Take the 1978 issue. It’s the one everyone talks about.
It featured the white fishnet swimsuit—a piece of clothing that arguably changed the trajectory of the Sports Illustrated Swimsuit Issue forever. You might think it was a highly choreographed, high-budget production. Nope. It was basically a "throwaway" shot. Tiegs herself has admitted that the fishnet suit was a bit of an afterthought during a shoot in the Amazon that was plagued by miserable light and a generally "blah" atmosphere.
Why the 1978 Fishnet Shot Almost Never Happened
Walter Iooss Jr., the legendary photographer, wasn't even sure he had anything good that day. The lighting was flat. The vibe was off. Jule Campbell, the powerhouse editor who basically invented the modern swimsuit issue, suggested Tiegs get in the water. The logic wasn't even to make the suit see-through; it was just to make her skin glisten so they could catch some highlights in the dull afternoon sun.
The result? A shot that caused 340 people to cancel their subscriptions immediately.
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That might sound like a disaster for a magazine, but in the world of publishing, it was pure gold. It turned the swimsuit issue from a winter filler into a national conversation. Tiegs became a household name overnight. She wasn't just a model; she was "The All-American Girl."
The SI Covers That Built an Empire
Tiegs didn't just show up once and vanish. She was the first model to grace the cover of the Sports Illustrated Swimsuit Issue multiple times, eventually totaling three covers (1970, 1975, and 1983).
- 1970: Her first cover. It was simple, classic, and set the stage.
- 1975: This one solidified her as the face of the decade.
- 1983: A return to the throne that proved her longevity in an industry that usually discards women by age 25.
What’s wild is how much her SI fame translated into cold, hard cash. Shortly after the 1978 scandal-turned-success, she signed a $1.5 million contract with CoverGirl. In the late 70s, that was an astronomical sum. It was the biggest contract in modeling history at the time. She wasn't just a face; she was a business.
The Sears Turnaround and the "Sassy Sears" Era
Most people remember the bikinis, but the real "expert" move Cheryl Tiegs made was in the boardroom. In 1980, she launched a signature clothing line with Sears. Back then, Sears was where you bought lawnmowers and washing machines, not high fashion.
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She turned it around.
By 1989, her collection had moved nearly $1 billion in sales. Think about that. A swimsuit model from Minnesota essentially saved a retail giant. Time magazine even put her on the cover with the headline "Sassy Sears." She proved that the Sports Illustrated Cheryl Tiegs brand had a reach that extended far beyond the beach. She was selling a lifestyle of "Natural Beauty" before influencers were even a glimmer in the internet's eye.
The Controversies: Then and Now
It hasn't all been smooth sailing or glowing reviews. If you follow the industry, you know Tiegs made headlines again in 2016, and not necessarily for the best reasons. When Sports Illustrated put plus-size model Ashley Graham on the cover, Tiegs sparked a massive debate by criticizing the move.
She cited Dr. Oz (of all people) and argued that "glamorizing" full-figured women was unhealthy. The backlash was swift. Modern audiences, who value body positivity and inclusivity, didn't take kindly to the "old school" beauty standards. Tiegs eventually apologized, saying she just wanted everyone to be healthy, but it highlighted a massive generational rift in how we view beauty.
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It’s a complicated legacy. On one hand, she broke barriers for women in business and aging. She posed in a bikini for More magazine at age 54, looking incredible and challenging the idea that women become invisible after 40. On the other hand, her narrow definition of "health" showed how much the industry has—and hasn't—changed since 1978.
What You Can Learn from the Tiegs Era
If you're looking at the history of Sports Illustrated Cheryl Tiegs as more than just nostalgia, there are some pretty heavy takeaways for the modern world:
- The Power of the "Accident": Her most iconic photo was a "nothing shot." Sometimes, the best content comes from just trying something different when the original plan is failing.
- Leverage is Everything: She took a magazine cover and turned it into a billion-dollar retail empire. She didn't just wait for the next gig; she built the gig.
- Context Shifts: What was "revolutionary" and "liberating" in 1978 can feel restrictive by 2026. Understanding the era is key to understanding the icon.
If you want to explore this history further, I'd suggest looking into the documentary Beyond the Gaze: Jule Campbell's Swimsuit Issue. It gives a much more nuanced look at the behind-the-scenes mechanics of how these "moments" were actually manufactured. You can also track down her 1980s Time covers to see the shift from "swimsuit girl" to "business mogul" in real-time. It's a fascinating study in brand evolution that still feels relevant today.