The Ever Evolving Sports Illustrated Swimsuit Issue: Standing the Test of Time.
Sports Illustrated, one of the most recognized American sports magazines, first published in 1954. The magazine focused on a multitude of sports including golf, tennis, skiing, baseball, and other major sports. Along the way, in addition to sports, the magazine became recognized for its annual swimsuit issue, which was first published a decade after Sports Illustrated’s inception.
The first swimsuit issue in 1964, featured a now iconic cover photo of model Babette March smiling in a white bikini, wading in crystal clear water with the Caribbean Ocean gleaming behind her. Since then, year after year, Sports Illustrated released the swimsuit edition as a photo spread of women in bathing suits, in gorgeous dream-vacation destination hubs and has become a well-recognized fashion issue for beachwear worn by some of the world’s top models. In fact, the magazine was credited with legitimizing the bikini as a piece of apparel, after being invented in 1946. Overtime, the swimsuit issue became more popular, more recognizable, and a staple for Sports Illustrated.
Over the years however, criticism increased alongside the popularity. While the swimsuit issue became a major platform for new models to gain recognition, others viewed the issue as a way to continue to marginalize and objectify women. Additionally, for years, it seemed like the only way to make it onto the cover was to be a white model, have a size zero body, and wear almost nothing at all. It took until 1996 to feature the first woman of color, when Tyra Banks won a spot on the cover.
Also in the late ‘90s, the magazine shifted to include female athletes into their swimsuit shoots. This included Serena Williams being featured in the swimsuit edition in 2003. Even this change, however, brought criticism. On one hand, the magazine was promoting strong, female athletes. But on the other hand, the swimsuit edition was promoting their bodies and not their achievements in sport.
With all of that said, the magazine has made strides to keep up with the times and be more inclusive. For example, in 2019, Megan Rapinoe—American soccer star and Olympic gold medalist—became the first openly gay woman to be featured in the Sports Illustrated swimsuit edition. In the same year, the swimsuit edition featured Halima Aden who became the first hijab-wearing model to appear in the magazine.
The magazine didn’t stop there with efforts to make the swimsuit edition more inclusive. In 2021, the issue featured model and actress Leyna Bloom in a stunning one-piece suit with the words “opening eyes, speaking truths, changing minds,” bannered across the top. Bloom became the first trans person to appear on the cover of the swimsuit edition, following the 2020 issue including model Valentina Sampaio who became the first trans person to appear on the inside pages of the issue. Also in the 2021 edition, the magazine featured three women of color on the cover, including tennis star Naomi Osaka, rapper Megan Thee Stallion, and Bloom.
Similarly, the magazine has expanded their inclusiveness in other ways. In addition to including women of all body types, the issue has also included women of all ages. In the 2022 edition, Maye Musk, Elon Musk’s mother, at age 74 became the oldest woman to be featured on the cover. This year, in the May 2023 swimsuit issue, Martha Stewart at 81 years old became the oldest person to appear on the cover of the issue. On social media, Stewart said she hoped the cover would inspire people to challenge themselves and try new things.
Stewart’s message was similar to the mission of the 2023 issue. Instead of a theme, the 2023 issue came with a sentiment to viewers. Sports Illustrated Swimsuit editor in chief MJ Day stated that the purpose of this year’s swimsuit issue was to promote the “hope that women can live in a world where they feel no limitations, internally or externally.” In addition to Stewart, the issue includes alternative covers featuring actress Megan Fox, model Brooks Nadar, and pop singer Kim Petras, who became the second transgender swimsuit model to be featured on the cover of the issue. The inside feature includes 28 models, selecting them regardless of age, ethnicity, shape, or sexual orientation—another step in the direction of become more inclusive and to promote values of gender equality and empowerment.
Even with the criticisms, the Sports Illustrated Swimsuit Issue has been able to stand the test of time because the magazine seems to be making active efforts to be more inclusive of who to feature and how to promote their brand. These choices have separated the issue from other, similar publications and entertainment platforms. For example, after over 70 years on the shelf, Playboy magazine stopped print publications in 2020 after a steady decline in circulation over the years, partnered with the financial challenges of Covid-19. Over the years, Playboy was heavily criticized for creating a magazine that appeared to be marginalizing women for male entertainment purposes. On a similar vein, in 2019, the Victoria’s Secret Fashion Show–an event for slim-waisted super models to promote new lingerie lines—was officially canceled after airing for 18 years. The cancelation came after a decline in ratings, a loss of revenue for the brand, and controversies such as the lack of inclusion and marketing chief Ed Rezak making insensitive remarks about transgender models. Through their efforts, Sports Illustrated has been able to separate itself from the pack and move towards a direction of independence, agency, and empowerment.
Empowering people through social platforms, including magazines is a powerful way to reach viewers. The Sports Illustrated Swimsuit Issue has positioned itself to continue to move towards inclusivity and diversity for individuals across the country. Focusing on these values, and creating a space to highlight the achievements of models, athletes, artists, and business people alike will foster an environment of empowerment that will help the Sports Illustrated Swimsuit Issue stand the test of time.
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