Sports Illustrated Swimsuit. For decades, those three words conjured a very specific, very narrow image of beauty. Thin. Tanned. Athletic in a way that felt unreachable for about 99% of the population. But then, things shifted. Honestly, it wasn’t just a "trend" or a marketing gimmick—it was a full-blown cultural earthquake. When the first plus size model Sports Illustrated feature finally hit the newsstands, it didn't just sell magazines; it changed how we define "bikini body" forever.
I remember the first time I saw Ashley Graham on that 2016 cover. It felt like a glitch in the Matrix, but a good one. For the first time, the "Bible of Swimwear" was saying that beauty isn't a size four. It was a massive risk for a legacy brand, and yet, it paid off in ways no one really expected.
The 2016 Turning Point: Ashley Graham Changes the Game
Before 2016, "plus size" was a dirty word in high-end editorial. You'd see curvy women in catalogs, maybe, but never on the cover of the most famous swimsuit issue in the world. Ashley Graham changed that. It’s hard to overstate how big of a deal this was. People were genuinely angry. Critics claimed it was "promoting obesity," while fans felt seen for the first time in their lives.
Graham wasn't just a face; she was a force. Her inclusion was a calculated move by MJ Day, the editor-in-chief of SI Swimsuit, who has been vocal about wanting the magazine to reflect the world as it actually looks. Graham’s cover was one of three separate covers that year, a strategy used to bridge the gap between "traditional" modeling and the new era of inclusivity.
Think about the pressure. You’re standing on a beach, knowing your body is about to be scrutinized by millions of people who have been conditioned to think you don’t belong there. Graham handled it with a level of confidence that basically forced the industry to take notice. It wasn't just about a magazine; it was about the billion-dollar fashion industry finally acknowledging that size 14 women have credit cards and like to wear bikinis too.
Hunter McGrady and the Evolution of Curve
If Ashley Graham opened the door, Hunter McGrady tore the hinges off. McGrady appeared in the 2017 issue, initially wearing nothing but body paint. Let that sink in. A woman who was openly and proudly a size 16/18 was featured in a way that emphasized every curve, every fold, and every inch of skin.
She’s often called "the curviest model" to ever appear in the magazine. McGrady has spoken candidly about her journey, mentioning how she used to starve herself to fit into a size 2 or 4 early in her career, only to realize her health and happiness lay in her natural shape.
The inclusion of McGrady was a signal that SI wasn't just doing a "one-and-done" diversity stunt. They were building a roster. Since her debut, McGrady has become a staple of the brand, proving that the plus size model Sports Illustrated movement was a long-term editorial shift, not a fleeting social media moment.
It’s Not Just About Weight
We often get bogged down in the numbers. Size 12, 16, 22. But inclusivity in Sports Illustrated has started to mean more than just the scale. It's about age. It's about postpartum bodies. It’s about scars.
Take Yumi Nu, for example. In 2021, she became the first Asian-American plus-size model to grace the pages of the magazine, and by 2022, she was on the cover. This was significant because it layered body positivity with ethnic representation—two areas where the fashion world has historically struggled. Nu’s presence addressed a specific intersection of identity that often gets left out of the "body pos" conversation, which can sometimes feel very white-centric.
Why Some People Still Get It Wrong
There is a recurring argument that featuring plus-size models is "unhealthy." You've heard it. I've heard it. It’s the go-to comment on every Instagram post featuring a woman over a size 10.
But here’s the reality: Sports Illustrated has always been about "fitness" in a broad sense. The women featured—Graham, McGrady, Nu, Precious Lee—are often incredibly active. They talk about their workouts, their nutrition, and their mental health. The misconception is that thinness equals health and "plus size" equals illness. It’s a lazy binary that doesn’t hold up under actual medical scrutiny.
The magazine has shifted the narrative from "look at this body" to "look at what this woman does." They’ve featured WNBA players, Olympic gold medalists, and tech entrepreneurs. When a plus-size model is placed alongside a professional athlete, it levels the playing field. It suggests that capability and beauty aren't restricted to a specific BMI.
The Business of Being Real
Let’s be real for a second: Sports Illustrated is a business. They didn’t start including plus-size models solely out of the goodness of their hearts. They did it because the market demanded it.
Gen Z and Millennials—the primary consumers of digital media today—have a very low tolerance for "fake." They want to see skin texture. They want to see stretch marks. They want to see themselves. When brands ignore this, they die. SI survived the digital transition partly because they leaned into these "controversial" casting choices that generated massive PR and social media engagement.
- Engagement: Plus-size covers often see higher social media interaction than traditional ones.
- Brand Loyalty: Women who feel represented by a brand are more likely to defend it and buy its products.
- Media Relevance: By staying at the center of the "body positivity" debate, SI remains culturally relevant in a way other magazines haven't.
The 2024 and 2025 Landscape: Is the Progress Sticking?
There was a fear a few years ago that the industry would "revert" to the hero-chic look of the 90s. With the rise of certain weight-loss medications and a shift back toward ultra-thin aesthetics in high fashion, many wondered if the plus size model Sports Illustrated era was over.
It isn't.
The 2024 and 2025 issues have continued to feature diverse body types. Why? Because you can't put the toothpaste back in the tube. Once people see themselves represented at the highest level of glamour, they don't want to go back to being ignored. The brand has expanded its "Swimfluence" network, allowing regular women to audition, which often results in a very diverse finalist pool.
Beyond the Magazine: The Ripple Effect
The impact of SI’s inclusivity isn't just on the newsstand. It’s in the boardroom of Victoria’s Secret (who famously had to revamp their entire image after being called out for a lack of diversity). It’s in the casting calls for New York Fashion Week. It’s in the way Target and Walmart display their swimwear.
When a gatekeeper like SI says "This is beautiful," the rest of the industry eventually follows suit. It gives permission to other photographers and editors to take similar risks.
Actionable Steps for Navigating the New Beauty Standards
It’s one thing to read about models, but it’s another to apply that confidence to your own life. If you're looking to embrace the "SI energy" regardless of your size, here are a few ways to shift your perspective:
Audit your social media feed.
If you are constantly looking at heavily filtered, ultra-thin influencers, your brain will start to believe that is the only version of beauty. Follow women like Hunter McGrady, Paloma Elsesser, or Precious Lee. Seeing diverse bodies daily desensitizes you to the "perfection" trap.
Focus on "Body Neutrality" if "Body Positivity" feels too hard.
You don't have to love every inch of yourself every day. That’s a tall order. Instead, aim for neutrality. Your body is the vessel that lets you experience the world. It’s functional. It’s capable. That’s enough.
Demand more from brands.
If your favorite clothing line doesn’t show models in your size, stop giving them your money. Use your purchasing power to support companies that actually reflect the human population.
Remember the "Lens" effect.
Professional photos, even the "natural" ones in Sports Illustrated, involve professional lighting, expert posing, and high-end equipment. Even the models don't look like the models 24/7.
The legacy of the plus size model Sports Illustrated movement is ultimately about choice. It's about the choice to see beauty in different forms and the choice for women to take up space without apology. It wasn't just a cover; it was a conversation that is still very much ongoing.
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Next Steps for Readers:
- Research the "Swimfluence" Search: If you’re interested in how SI picks its models, look into their open casting calls. It’s a fascinating look at how the brand interacts with its community.
- Support Inclusive Brands: Look for swimwear companies like Andie Swim or Summersalt that have followed the SI lead in showing unretouched, diverse bodies.
- Read the Interviews: Go beyond the photos. Read the profiles of models like Yumi Nu or Tanaye White to understand the mental hurdles they had to jump to get to that stage.