Sports Illustrated Swimsuit celebrated its 60th-anniversary milestone with the launch of seven different covers featuring a total of 27 women, one of which showcased a group of past cover models in a “Legends” photo shoot. The event was marked by a star-studded New York gathering, where it was announced that a documentary about Jule Campbell, the woman who founded the franchise in 1964, is currently in production. The franchise initially began as a stop-gap to fill the pages of Sports Illustrated during a sports calendar void, eventually ascending to great heights in popular culture and catapulting the careers of renowned models such as Christie Brinkley, Tyra Banks, Kathy Ireland, and Kate Upton.
Over the years, Sports Illustrated Swimsuit has been consistently curated and edited by women, breaking ceilings but also facing criticisms for objectifying women. MJ Day, the current editor in chief who has been a part of every Swimsuit issue since 1999, acknowledges the ongoing debate surrounding the franchise but prefers to focus on the strides it has made in breaking barriers. She recalls a pivotal moment in the brand’s history when Kate Upton graced the cover in 2011, sparking controversy over her appearance and size. Day emphasizes the need to celebrate different body types and promote inclusivity in showcasing women’s beauty rather than adhering to a singular standard.
Following the Kate Upton cover, the Swimsuit team transitioned into a more autonomous role, amplifying their mission to feature a diverse range of women and bodies. The direction taken by the brand in the early 2000s aimed to challenge societal norms and showcase a broader spectrum of beauty. In 2021, Sports Illustrated Swimsuit made history with three separate groundbreaking covers, featuring Megan Thee Stallion as the first rapper, Naomi Osaka as the first female Black athlete, and Leyna Bloom as the first transgender cover model. The 2022 issue continued the momentum by featuring its first visibly pregnant woman, Katrina Scott, as a swimsuit model, emphasizing the importance of representation and inclusivity.
The brand’s commitment to expanding its representation extends beyond age and body type, as demonstrated by Martha Stewart gracing the magazine at the age of 81 last year. Day emphasizes the importance of inclusivity and breaking free from external limitations placed on women, both self-imposed and societal. She advocates for liberating women from restrictive beauty standards and fostering a culture that embraces diversity and celebrates individuality. Sports Illustrated Swimsuit continues to push boundaries and challenge perceptions, striving to empower women of all backgrounds and ages to embrace their uniqueness and redefine traditional notions of beauty.
The evolution of Sports Illustrated Swimsuit signifies a shift towards a more inclusive and diverse representation of women in the media. By showcasing a wide range of body types, ethnicities, and backgrounds, the brand has become a platform for celebrating the beauty and strength of women across various spectrums. Through strategic editorial decisions and a commitment to challenging stereotypes, Sports Illustrated Swimsuit has emerged as a trailblazer in promoting body positivity and inclusivity. As the franchise continues to evolve, it remains dedicated to breaking barriers, celebrating individuality, and empowering women to embrace their authentic selves.
