It started as a filler. Back in 1964, Andre Laguerre, the then-editor of Sports Illustrated, had a problem. The winter months were a "dead zone" for sports. No football, no baseball, just a gap in the calendar that needed eyeballs. He asked fashion reporter Jule Campbell to go find a beautiful girl and put her on the cover to keep the magazine afloat during the lulls. She went to Mexico with Babette March. They shot a cover. The rest is basically history, but not the kind of history most people expect.
When you think about the Sports Illustrated Swimsuit Issue, your mind probably goes straight to the 90s. The era of the "Supermodel." It was a cultural juggernaut. We're talking about a time when Tyra Banks, Heidi Klum, and Christie Brinkley weren't just models; they were household names because of a single magazine issue. It was the "gold standard." If you were on that cover, your career changed overnight. Period.
The Shift from "Eye Candy" to Cultural Commentary
Honestly, it’s kinda fascinating how the publication has survived. Most print media is dying or dead. But the swimsuit edition stayed relevant by pivoting. It stopped being just about the "ideal" body and started leaning into what people actually look like. This wasn't just a marketing gimmick—it was a survival tactic.
Take 2016. That was a massive turning point. Ashley Graham became the first plus-size model on the cover. People lost their minds. Some loved it, some hated it, but everyone talked about it. That’s the currency SI trades in now: conversation. They moved away from the "hermetic seal" of 90s perfection. They started featuring women like Halima Aden in a burkini and hijab, or Leyna Bloom, the first transgender woman of color on the cover.
It's not just about aesthetics anymore. It's about who gets to be seen as "beautiful" in a public space.
The Business of the Swimsuit Edition
Let's talk numbers. At its peak, the swimsuit issue was responsible for a massive chunk of SI’s annual revenue. Even today, in a world dominated by Instagram and TikTok, the branding power is huge.
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Why?
Because of the "SI Bump." Even in 2026, being featured in the Sports Illustrated Swimsuit Issue provides a level of legitimacy that a viral Reel just can't touch. It’s an institution. Advertisers know this. Brands like Venus and Olay have poured millions into these pages because the engagement is multi-generational. Your dad read it, you read it, and now it’s popping up on your "For You" page.
Legends and the "Rookie" Class
The magazine has this weird, almost sports-like hierarchy. You have the "Legends"—the women who have been in the issue for decades. Maye Musk (yes, Elon's mom) covered the magazine at age 74. Martha Stewart did it at 81. It broke the internet.
Then you have the "Rookies." This is where the talent scouting happens. SI has a knack for finding people right before they explode. Think about Chrissy Teigen. Before she was a Twitter powerhouse and cookbook author, she was an SI rookie in 2010. The magazine functions as an incubator.
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- Kate Upton: She basically bridged the gap between traditional modeling and the social media era. Her 2012 cover in Antarctica? Brutal shoot. She nearly got hypothermia.
- Elle Macpherson: They called her "The Body." She holds the record with five covers.
- Paulina Porizkova: She’s been incredibly vocal lately about aging in the industry, using her SI platform to talk about things that aren't usually discussed in "beauty" magazines.
What People Get Wrong About the Shoot Locations
Everyone thinks these shoots are just a vacation. It’s actually miserable work. You’ve got models waking up at 3:00 AM to catch the "blue hour" light. They’re standing in freezing water in Belize or being pelted by sand in the Turks and Caicos.
I remember reading about a shoot where the crew had to deal with literal swarms of locusts. It’s not a holiday; it’s a high-production logistics nightmare. The photographers, like the legendary Yu Tsai or Ben Watts, are basically drill sergeants with cameras. They have to manage lighting, tide schedules, and the physical stamina of the models who are often posing in positions that would make a yoga instructor wince.
The Inclusion Revolution: Performative or Real?
There’s a lot of debate here. Is the Sports Illustrated Swimsuit Issue actually progressive, or is it just following the money? Some critics argue that it’s still ultimately about the male gaze. Others point out that SI has done more for body diversity than almost any other major fashion publication.
Look at the "Swim Search." It’s an open casting call. Thousands of women apply. They’ve featured breast cancer survivors with visible scars, women with alopecia, and para-athletes. For a magazine that started as a way to sell more copies to sports fans in the 60s, that’s a hell of a trajectory. It’s shifted from "looking at her" to "hearing her story."
The Impact of Digital Media on the "Swimsuit" Brand
The physical magazine is almost a souvenir now. The real meat is online. SI Swimsuit has turned into a lifestyle brand. They have a massive digital footprint, a dedicated app, and events like the "Swim Flux" festivals.
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They’ve adapted to the "creator economy." Instead of just static photos, we get behind-the-scenes video, interviews about mental health, and "day in the life" snippets. This keeps the audience engaged all year long, not just for one week in February (or May, which is when they usually drop it now).
How to Follow the Latest Updates
If you're trying to keep up with who's in the next issue or who won the latest Swim Search, you have to look beyond the newsstand.
- Follow the Editor-in-Chief: MJ Day is the force behind the modern SI Swimsuit. Her Instagram is usually the first place you'll see hints about locations and casting.
- The "Rookie" Announcements: These usually happen in waves across social media. It’s become a digital scavenger hunt for fans.
- The SI Swimsuit App: They’ve moved a lot of exclusive content—especially the high-res video stuff—to their own platform to bypass social media algorithms.
The Sports Illustrated Swimsuit Issue isn't what it used to be. It’s not just a collection of photos. It’s a weird, messy, evolving reflection of how we see women, fame, and "the beach body" in the 21st century. It’s a survivor.
Whether you love it or think it’s a relic of the past, you can't deny its staying power. It transformed from a filler project into a brand that dictates cultural trends.
Actionable Insights for Fans and Aspiring Models
If you’re interested in the world of SI Swimsuit—whether as a fan or someone looking to enter the industry—here is how you actually engage with the brand today:
- Pay attention to the Swim Search timing: They usually open applications in the late summer or fall. Don’t just send a headshot; they look for personality and "purpose-driven" stories.
- Analyze the shift in photography styles: Notice how the editing has changed. There is a move toward more natural skin textures and less aggressive "airbrushing." If you're a photographer or model, this is the aesthetic the industry is moving toward.
- Follow the alumni: The "SI family" is a real thing. Models like Camille Kostek and Hunter McGrady are constantly collaborating with the brand long after their first cover. Networking within this ecosystem is how careers are sustained in 2026.
- Understand the "Platform" model: SI isn't looking for a "mannequin." They want someone with a voice, a cause, or a unique perspective. If you're building a brand, look at how the SI models use their feature to launch businesses, NGOs, or media careers.
The magazine has moved from the coffee table to the smartphone, but the goal remains the same: capturing a moment in time that everyone ends up talking about.