Sixty years is a long time for any magazine to stay relevant, especially one that basically invented a genre. Most people think they know exactly what the Sports Illustrated Swimsuit 2024 issue is about before they even open the cover. They expect the beaches, the neon bikinis, and the high-gloss production that’s been the brand's bread and butter since the mid-sixties. But honestly? This year felt a bit like a victory lap that doubled as a family reunion. It wasn’t just about the newest faces; it was about the legends who built the house.
Kate Upton is back. Chrissy Teigen is back. Hunter McGrady and Molly Sims are back.
When the 2024 edition dropped, it leaned heavily into the "Legends" theme. It’s a smart move. In an era where digital media is constantly chasing the next viral TikTok star, SI decided to bet on the women who turned a magazine into a global powerhouse. They didn't just bring back one or two familiar faces. They brought back enough heavy hitters to remind everyone that this brand helped launch actual careers, not just Instagram feeds.
What Actually Happened at the 60th Anniversary Launch
The rollout for the Sports Illustrated Swimsuit 2024 issue was massive. We saw three separate covers that bridged the gap between the past and the present. You had the collective "Legends" cover featuring icons like Gayle King, Christie Brinkley, and Maye Musk. Then you had the individual covers for Kate Upton, Hunter McGrady, and Brittany Mahomes.
Wait, Brittany Mahomes?
Yeah, that caused a bit of a stir online. Some fans were confused why the wife of an NFL superstar was getting a cover over a traditional model. But SI has always played this game. They know that mixing sports royalty with fashion royalty creates the kind of friction that keeps people talking on X and Reddit for weeks. It’s calculated. It’s business. And frankly, it works.
Mahomes was photographed by Derek Kettela in Belize, and whether you love the "WAG" culture or not, she looked the part. But the real emotional weight of the issue came from the Triple Crown return of Kate Upton. This was her fourth cover. Only a handful of women have reached that milestone—Elle Macpherson, Christie Brinkley, Cheryl Tiegs, and Tyra Banks. Upton’s return felt like a nod to the 2010s era when she was basically the face of the entire franchise.
The Photography: Beyond Just the Beach
One thing people often overlook is the technical skill behind these shoots. Yu Tsai, Ben Watts, and Derek Kettela are the heavy lifters here. For the 2024 issue, the locations were predictably stunning—Portugal, Belize, and the US Virgin Islands. But the vibe was different. It wasn’t just "look at this bikini." It was more about the environment.
The Portugal shoot with Yu Tsai, featuring models like Penny Lane and Jena Sims, had this moody, European coastline energy. It wasn’t all bright sunshine and tropical drinks. It felt more like a high-fashion editorial than a standard swimsuit spread.
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Sims, in particular, had a huge year. She’s the wife of golfer Brooks Koepka, but she’s also a Swim Search winner. If you aren't familiar with Swim Search, it’s basically the open casting call SI holds every year. It’s how the brand stays "democratized." It lets regular people—and aspiring professionals—into the inner circle. Seeing her transition from a finalist to a featured regular in the Sports Illustrated Swimsuit 2024 edition gives the whole thing a bit of a "dream-is-possible" narrative that SI loves to sell.
Why the Diversity Conversation Has Changed
Look, there was a time when SI was criticized for only showing one body type. We all remember it. But for the 60th anniversary, the brand doubled down on what it’s been doing for the last decade.
Hunter McGrady’s cover is a big deal. She’s been in the magazine for years, but giving her a solo cover for the 60th anniversary was a statement. It’s not just about "plus-size" anymore; it’s about the fact that she is a world-class model who happens to have curves.
Then you have Maye Musk and Gayle King.
Maye Musk is in her 70s. Gayle King is a news legend.
Including them wasn't just a gimmick. It’s an acknowledgment that the audience who started reading SI in the 70s and 80s has grown up. They don't want to see 19-year-olds exclusively. They want to see women who have lived lives, built empires, and still look incredible. It’s sort of a "don't count us out" vibe that resonates with a huge demographic of women who usually feel ignored by fashion magazines.
The "Legends" Portfolio: A Deep Look
The most impressive part of the Sports Illustrated Swimsuit 2024 issue wasn’t actually a cover. It was the "Legends" portfolio inside.
They managed to get over 50 former cover stars and fan favorites back together. Think about the logistics of that. Getting Tyra Banks, Paulina Porizkova, and Martha Stewart (who broke the internet with her 2023 cover) into the same orbit is a feat of production.
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They shot this in Hollywood, and the images are striking. It’s almost entirely in black and white or muted tones. It strips away the beachy distraction and focuses on the faces. You see the lines, the wisdom, and the undeniable star power. This section of the magazine served as a history lesson. It reminded younger viewers that before there was a Victoria’s Secret Fashion Show or a "top influencer" list, there was the SI Swimsuit Issue.
Key Names You Might Have Missed in the 2024 Edition:
- Achieng Agutu: The "Confidence Queen" who brings an insane amount of energy to her shots.
- Olivia Ponton: Representing the TikTok generation, but with the professional polish of a veteran.
- Nicole Williams English: Making her return and proving that the "rookie" tag is just a starting point.
- Ximena Moran: A standout from the Swim Search who proves the scouting team still has an eye for untapped talent.
The Business of Swimsuit: It’s Not Just a Magazine
People always ask: "Is anyone even buying magazines anymore?"
The answer is... kinda. But that’s not really the point of Sports Illustrated Swimsuit 2024.
The magazine is now a massive multi-platform event. The launch parties at the Hard Rock Hotel in Hollywood, Florida, and the events in New York City are where the real money and engagement are. It’s about the red carpet moments. It’s about the viral clips on TikTok. It’s about the sponsorship deals with brands like Sunflow and Maybelline.
The issue itself is almost a souvenir for the hardcore fans, while the rest of the world consumes the content in 15-second vertical videos. SI has done a better job than almost any other legacy print brand at making this transition. They didn't fight the internet; they let the internet take over the distribution while they kept the "prestige" of the print shoot.
What Most People Get Wrong About the Modern SI
There’s this weird misconception that SI has "gone woke" or lost its way because it’s not just 20-year-old blonde women anymore.
But if you actually look at the 60-year history, SI was always the one pushing the envelope. They put Tyra Banks on the cover when the fashion industry was still incredibly segregated. They put Ashley Graham on the cover when the industry said plus-size models weren't "aspirational."
The Sports Illustrated Swimsuit 2024 issue is just the logical conclusion of that 60-year trajectory. It’s about being a mirror to what the world actually looks like, or at least a very glamorous version of it.
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The inclusion of Brittany Mahomes is a perfect example. She’s polarizing. Some people think she’s only there because of Patrick Mahomes. But SI knows that the intersection of the NFL and fashion is a goldmine. They aren't trying to please everyone; they’re trying to get everyone to have an opinion. If you’re arguing about the cover on Facebook, SI already won.
Lessons from 60 Years of Swim
What can we actually learn from the 2024 issue?
First off, longevity requires evolution. If SI had stayed the same as it was in 1964, it would have died in 1994.
Second, nostalgia is a hell of a drug. Bringing back the "Legends" was the smartest thing they could have done for the anniversary. It rewarded the long-time fans while teaching the new ones about the brand's heritage.
Third, and probably most importantly, "sexy" isn't a one-size-fits-all concept. In 2024, it’s about confidence. Whether it’s 70-year-old Maye Musk or 27-year-old Hunter McGrady, the common thread is a total lack of apology for being there.
Actionable Steps for the Fans and Collectors
If you're looking to dive into the Sports Illustrated Swimsuit 2024 universe, don't just stop at the grocery store checkout line.
- Check out the "SI Swimsuit" app or their official YouTube channel for the "Making Of" videos. These are honestly often more interesting than the photos themselves because you see the chaos of the shoots.
- If you’re a collector, look for the special anniversary hardback editions. They usually release a more premium version of the 60th-anniversary content that looks better on a coffee table than the standard newsstand magazine.
- Follow the "Swim Search" community if you’re interested in the modeling industry. It’s one of the few remaining ways to get noticed by major scouts without already having a million followers.
- Look at the credits. If you like the photography, follow the photographers like Yu Tsai on Instagram. They often post the "alt" shots that didn't make the magazine, which are sometimes even better than the official selections.
The 2024 issue is a wrap, but it set the stage for whatever the next decade looks like. It’s a mix of respect for the past and a very clear-eyed look at the future of digital celebrity. It’s messy, it’s glamorous, and it’s exactly what we’ve come to expect from SI.
To get the most out of the current season, visit the official Sports Illustrated Swimsuit website to view the full digital galleries of every model featured this year. Many of the high-resolution "Legends" portfolios are available exclusively online, offering a more detailed look at the 60-year history than the print version can accommodate. For those interested in the fashion itself, the site also provides a "Shop the Look" feature, breaking down the specific designers and brands worn by the models in Belize and Portugal.