People keep saying print is dead, but then the Sports Illustrated Swimsuit Issue 2025 drops and suddenly everyone is talking about it again. It’s wild. Every year, critics line up to predict its demise, yet the brand manages to pivot just enough to stay in the cultural conversation. Honestly, it’s not even really about the magazine anymore; it’s about the "moment."
The 2025 edition arrives during a weird time for media. Brands are struggling to find a balance between old-school glamour and the modern demand for "realness." SI has been trying to walk that tightrope for a decade. Sometimes they nail it, sometimes they overthink it, but you can’t deny they know how to pick a roster that gets people typing into search bars.
What’s different about the Sports Illustrated Swimsuit Issue 2025?
If you look back at the 50th or 60th anniversary issues, they were massive, retrospective celebrations. The Sports Illustrated Swimsuit Issue 2025 feels more like a reset. It’s less about looking back at the Christie Brinkley or Elle Macpherson days and more about who is influencing the "vibe" right now.
We’re seeing a mix of athletes who are essentially household names and influencers who have more reach than most movie stars. It’s a strategic play. By casting women like Angel Reese or Olivia Dunne—who have appeared in recent cycles—the brand taps into massive, loyal fanbases that don’t even buy physical magazines. They want the digital clips. They want the behind-the-scenes TikToks.
The production value hasn't dipped. They’re still flying crews to places like Belize, the Seychelles, or the rugged coasts of Portugal. But the "look" is changing. There’s a shift toward more natural lighting and less heavy-handed retouching. Readers are smarter now; they can spot a poorly photoshopped waistline from a mile away and they’ll call it out in the comments immediately.
The Athlete-Model Hybrid
Sports Illustrated was always about the "Sports" part, but for a while, it felt like the athletes were just a side note to the professional models. That’s flipped. The Sports Illustrated Swimsuit Issue 2025 doubles down on the idea that being elite at a sport is the ultimate "cool."
When you see a WNBA star or an Olympic surfer in the pages, it’s not just a gimmick. These women bring their own brand deals and their own narratives. It’s business. It’s about "personal branding," a term that would have made editors in the 90s cringe but is now the lifeblood of the industry. MJ Day, the editor-in-chief of the issue, has been vocal about this shift for years. She’s moved the brand away from being a "guy’s magazine" to being a platform for women’s empowerment—even if that shift still draws skepticism from some corners of the internet.
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The Business of the Beach
Let’s talk money because that’s what actually keeps this thing afloat. The Sports Illustrated Swimsuit Issue 2025 isn't just selling ad pages to Rolex or Michelob Ultra. It’s a massive licensing machine.
Think about it.
The brand now includes:
- A dedicated swim line.
- High-end events and "launch parties" that function like mini-festivals.
- Massive social media integrations that charge premium rates for "native" content.
Basically, the magazine is the business card for a much larger lifestyle ecosystem. The transition of the parent company, Authentic Brands Group (ABG), has changed the way the issue is marketed. They aren't just selling a book; they are selling a "highly curated aesthetic." It’s why you see so much more diversity in body types and ages now. It’s not just about "inclusivity" for the sake of being woke—it’s about market share. If you only feature one type of woman, you only appeal to one type of consumer. From a business standpoint, that’s just bad math.
Locations and the "Dream" Factor
The 2025 locations were chosen to feel a bit more "editorial" and a bit less "postcard." We’re seeing a lot of texture—craggy rocks, dark volcanic sand, and architectural backdrops. It’s a departure from the generic blue water and white sand of the early 2000s.
One of the shoots took place in a location that emphasized the ruggedness of the environment. It makes the photos feel more grounded. More "real." Sorta. It’s still a high-fashion shoot, obviously, but there’s a deliberate effort to make the models look like they belong in the landscape rather than just being plopped onto it.
Does the Print Version Even Matter?
Yes and no. You’ll still see it at the airport newsstand, and collectors will still buy it. But the Sports Illustrated Swimsuit Issue 2025 is primarily a digital beast. The "SEO play" for SI is legendary. They release the names in droplets. A "rookie" here. A "returnee" there. It’s a slow-drip dopamine hit for the internet.
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By the time the physical magazine hits your mailbox, you’ve probably already seen the "best" shots on Instagram. So why buy it? It’s the prestige. Being a "Sports Illustrated Swimsuit Model" still carries a weight that "Instagram Model" doesn't. It’s a legacy stamp of approval. It can double or triple a model’s booking rate overnight.
Dealing with the Critics
You can’t talk about the Sports Illustrated Swimsuit Issue 2025 without acknowledging the people who think it’s outdated. There’s a valid argument that in an era of infinite, free content, a swimsuit magazine is a relic.
But SI has leaned into the controversy. They’ve featured trans models, women in hijabs, and women with visible scars or medical devices. Every time they do, it sparks a week-long discourse on Twitter (or X, whatever we’re calling it this month). That discourse is fuel. It keeps the brand relevant. If everyone agreed the magazine was "fine," it would be dead in a year. The fact that it still makes people angry or excited is exactly why it survives.
Navigating the 2025 Digital Experience
If you’re looking to dive into this year’s content, don't just wait for the magazine. The SI Swimsuit website has become a pretty sophisticated hub. They’ve got:
- Long-form video features on the models’ personal lives and businesses.
- Photography "masterclasses" or behind-the-scenes looks at how the lighting is set up.
- Interactive maps of the shoot locations.
It’s actually pretty impressive how they’ve built out the tech side. They’re using high-res galleries that are optimized for mobile, which sounds like a small thing until you realize how many legacy media sites still have terrible, clunky interfaces.
Real Advice for the Modern Reader
If you’re following the Sports Illustrated Swimsuit Issue 2025, don’t just look at the photos. Look at the career trajectories of the women involved.
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Follow the "Rookies." Historically, the women SI picks as their breakout stars end up running major companies or hosting TV shows five years down the line. It’s a scouting report for the next generation of moguls.
Watch the styling. This year’s issue is a massive indicator of where summer fashion is heading. The 2025 trends are leaning heavily into "sustainable luxury"—recycled fabrics that don't look like they're made of trash.
Check the credits. If you’re into photography or creative direction, the SI masthead is a "who’s who" of the industry. The photographers like Yu Tsai or Ben Watts are legends for a reason. Their ability to manage natural light in unpredictable outdoor settings is something any aspiring creator should study.
The Sports Illustrated Swimsuit Issue 2025 isn't just a collection of photos. It’s a snapshot of where the media industry is trying to go: a mix of old-school prestige and new-school digital savvy. It’s weird, it’s controversial, and it’s definitely not going away anytime soon.
Next Steps for Following the 2025 Season:
- Audit the Socials: Follow the official @si_swimsuit accounts on TikTok and Instagram rather than the main SI account. That’s where the raw, unedited footage usually ends up first.
- Look Beyond the Cover: The "Pay With Change" initiative is still a big part of their ad platform. Look at which brands are actually appearing in the issue; they are usually companies that have passed a specific "equity" audit by the SI team.
- Compare the Eras: Take a look at the 2025 layouts versus the 2015 layouts. You’ll notice a massive shift in how the female gaze is prioritized over the male gaze—the poses are more athletic, the expressions more assertive, and the overall "story" of the photo is much more about the woman’s personality than her just being a prop in the surf.