It started as a filler. Seriously. Back in 1964, Sports Illustrated editor Andre Laguerre needed something to plug the mid-winter lull in the sports calendar. He asked fashion reporter Jule Campbell to go find a beautiful girl and put her on the cover to sell some magazines. She did. Babette March wore a white bikini in the Florida Keys, and a cultural juggernaut was born.
Decades later, people still talk about the Sports Illustrated models swimsuit legacy like it’s some kind of ancient artifact, but the reality is way more complex. It isn't just about glossy pages or tropical beaches. It’s a weird, fascinating intersection of sports, high-stakes business, and a shifting definition of "the ideal body" that has basically mirrored every major cultural change in America for sixty years. If you think it's just a calendar, you're missing the point.
From Beach Photos to Global Brand Power
For a long time, getting on the cover was the equivalent of winning an Oscar for a model. It turned people into household names overnight. Think about Cheryl Tiegs in the 70s or Christie Brinkley, who held the cover for three consecutive years starting in 1979. They weren't just faces; they became brands.
Then came the 90s. This was the era of the "Supermodel." Elle Macpherson—famously nicknamed "The Body"—appeared on the cover five times. That’s a record, by the way. During this stretch, the magazine wasn't just reflecting beauty standards; it was actively dictating them. It was a massive revenue driver for Time Inc., often accounting for a huge chunk of the annual profit in a single week.
But things shifted. Honestly, they had to.
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The internet changed how we consume media, and suddenly, a once-a-year print magazine felt a bit slow. But instead of fading away, the brand leaned into the "model as a mogul" concept. Tyra Banks made history in 1997 as the first Black woman to grace the cover solo. That wasn't just a win for representation; it was a pivot point. Tyra used that platform to build an empire. Suddenly, being one of the Sports Illustrated models swimsuit stars was a business degree in disguise.
The Diversity Pivot: More Than Just a PR Move?
You’ve probably seen the headlines over the last decade. The magazine started featuring women who didn't fit the traditional "sample size" mold. Ashley Graham’s 2016 cover was a legitimate "where were you" moment for the fashion industry. People lost their minds. Some loved it; others complained it wasn't "aspirational" enough.
But here’s the thing: it worked.
The brand realized that the old gatekeeper model was dying. To stay relevant, they had to reflect the world. They started including athletes—not just models—like Serena Williams, Ronda Rousey, and the US Women’s National Soccer Team. It moved the needle from "look at this person" to "look what this person can do."
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In recent years, we’ve seen:
- Leyna Bloom, the first transgender woman of color on the cover.
- Martha Stewart, at age 81, proving that aging doesn't mean disappearing.
- Halima Aden, wearing a hijab and burkini.
- Models with visible C-section scars or skin conditions like alopecia.
It’s easy to be cynical and call it "woke-washing." But if you look at the engagement numbers, these are the issues people actually discuss. The magazine stopped being a silent gallery and started being a conversation starter. Kinda genius, if you think about the business side of it.
The Technical Side of a Shoot (It’s Not All Sunshine)
People think it’s just a vacation with a camera. It’s really not.
Shoots often happen at 4:00 AM to catch "golden hour" light. The models are frequently freezing because they’re shooting swimwear in November for a February release. They’re covered in sand, salt water, and high-SPF oil that feels like glue.
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The photographers, like the legendary Walter Iooss Jr. or Yu Tsai, aren't just snapping pics. They are managing lighting rigs on moving boats and dealing with unpredictable tides. There’s a specific "SI Style"—it’s usually bright, high-contrast, and focuses on a connection with the lens. It’s less "high fashion pout" and more "approachable charisma."
Why We Still Pay Attention
There’s a lot of competition now. Instagram and TikTok mean you can see swimsuit content every three seconds if you want to. So why does the Sports Illustrated models swimsuit issue still land on Google Discover?
It’s the prestige. Even now, in 2026, the "Rookie of the Year" tag is a massive boost for a burgeoning career. It’s a stamp of approval from a legacy institution. Plus, the brand has expanded into a massive events business, with "Swim Fluence" networks and fan festivals. They’ve successfully moved from a paper product to a lifestyle community.
Is it perfect? No. It’s still a product built on aesthetics. But it has survived by being more inclusive than almost any other major fashion publication. It’s a weirdly resilient piece of American media.
Actionable Takeaways for the Curious
If you're following the industry or looking to understand the "SI Effect," keep these points in mind:
- Look at the Mogul Path: Don't just look at the photos. Look at what the models do next. Kathy Ireland turned her SI fame into a multi-billion dollar licensing empire. The magazine is a launchpad, not a destination.
- Watch the Digital Pivot: SI Swimsuit has moved heavily into the NFT space (at one point) and now heavily emphasizes its "Pay With Change" initiative, which only allows advertising from brands that are making progress in gender equality.
- Study the Photography: If you’re a creator, study the framing of SI shoots. They prioritize the environment as much as the subject, which is why the locations (Maldives, Belize, Wyoming) become characters themselves.
- Analyze the PR Strategy: The "Cover Reveal" is a masterclass in modern marketing. They tease it for weeks, use talk shows for the big drop, and then flood social media. It’s a blueprint for how to make a legacy brand feel like a breaking news event.
The era of the "pin-up" is basically over, replaced by the era of the "personality." Whether you love it or think it’s a relic, the Sports Illustrated models swimsuit machine isn't slowing down; it’s just changing the oil and heading in a new direction.