By the eighties, agencies started wanting their models in the magazine. However, the impact of that photo was undeniable. That year Newsweek reported, “90 percent of her fan mail comes from high school and college boys who have seen her in Sports Illustrated 's annual bathing-suit feature.” Backlash came with the fan mail, of course Michael MacCambridge reported in his book The Franchise about SI that the Tiegs photo resulted in 340 subscription cancellations. However, Campbell did something somewhat unusual for the time, and printed the models’ names alongside their photos, making them more than just a pretty picture.īut modeling agencies didn’t want anything to do with SI in the sixties and seventies - that is, until after a photo of Cheryl Tiegs in a fishnet swimsuit, nipples apparent, was published in the 1978 issue. The difference was that SI was doing it for a target audience of men. And it’s not like photos of women in bathing suits have historically been so rare or alarming - they appeared in fashion magazines like Vogue in the sixties and seventies, along with bare breasts. One reader wrote to SI that he took one look at the swimsuit issue and "tossed it into the fire where it deserves to be with Satan and all his imps."Ĭomparisons to porn have dogged the SI Swimsuit Issue for pretty much its entire existence. Letters that compared SI ’s swimsuit photos to Playboy and Penthouse. But pearls were predictably clutched, and as pearl clutchers tended to do in those days, they wrote letters. Today, this cover seems as scandalous as high heels on a piece of cartoon candy. "So for the first 12 years of the swimsuit issue I had to go to California where girls grew up in sunshine, drank orange juice, rode mountain bikes and had that wonderful healthy, all-American girl-next-door look." "That was the Twiggy era, and all the models in New York and Europe were skinny, skinny, skinny," Campbell said. In 1965, 17-year-old model Sue Peterson appeared on the cover of what Laguerre was calling the “sunshine issue.” In a 1996 interview that appeared in the Chicago Tribune, Campbell talked about her approach: He asked Campbell, “How would you like to go to some beautiful place and put a pretty girl on the cover?” Laguerre summoned a young fashion reporter named Jule Campbell to his office and laid down the intellectual roots of the issue. In 1964, he had a brainstorm: He would supplement sport with skin. Laguerre, who believed that a good deal of all magazine business should be conducted from inside a bar, found himself with a minor editorial problem: He had no compelling sporting events to cover during the winter months. It was conceived, per Slate, by the editor at the time, Andre Laguerre: The merits of the SI Swimsuit Issue have been debated since its inception in 1964, when it was merely a five-page supplement to the usual SI. As for the second, I would be stunned if such an ad were included, because this kind of “Changemaker”marketing gimmick is usually designed to play into a watered-down version of female “empowerment” that corporations can publicly align with, but actually empowers almost no one. Will any brands’ ads explain why they are, oh I don’t know, lobbying to guarantee healthcare for all women, including easy and affordable access to abortion, a right we are losing ? What has the Sports Illustrated Swimsuit Issue done for women? Just a couple questions that are likely percolating in the logical mind: The Fund will support a non-profit organization which is on the frontlines of helping create an equitable future for all women. …Additionally, SI Swimsuit will invest a percentage of every ad dollar generated by the annual issue to create the Sports Illustrated Gender Equity Fund. Brands will also be featured across SI Swimsuit’s digital properties including our social media channels. Each changemaking brand will then be able to purchase a space within the print edition, which will only feature adverts showcasing the progress each brand is making to build equity for all women. All brands who prove they are creating change for women will be certified as a Changemaker, which is defined as a brand who has made, is making and will make progress for women by May 2022 when the annual SI Swimsuit Issue hits stands. To participate, we are changing the cost of doing business from a monetary value to a currency of doing good. This year’s Sports Illustrated Swimsuit Issue will only take advertisements from “brands who are helping drive gender equality forward.” I know what you’re thinking - it’s a damn good thing the green M&M doesn’t wear high heels anymore!
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