From Pages to People: How Sports Illustrated Swimsuit Became a Lifestyle.
SI Swimsuit cover models answering questions from fans in NYC, photography by Orchid Clay @theorchidclay.
Since its inception, Sports Illustrated Swimsuit magazine has been synonymous with stunning models, exotic beach locations, and iconic imagery of tiny bikinis against crystal-clear waters and sun-kissed skin. Originally, the magazine’s identity revolved around showcasing traditional standards of beauty and sex appeal, featuring tall, lean models who epitomized the swimsuit fantasy.
2025 Magazine Covers, Courtesy of Sports Illustrated.
However, over the years, Sports Illustrated Swimsuit has undergone a transformative evolution. The brand shifted from a narrow focus on sex appeal and a specific model archetype—typically around 5’8” tall—to embracing a broader, more inclusive vision. This new direction celebrates body positivity and representation, welcoming women of all shapes and backgrounds. While this inclusive approach may have initially challenged the expectations of some male readers, it has garnered a much stronger following among women, turning SI Swim into a platform for female empowerment and self-love. The message is clear: it’s not just about fitting a mold but loving and celebrating your unique shape.
Former artistic gymnastic, model, and influencer Olivia Dunne, photography by Orchid Clay @theorchidclay.
Why Build a Social Club? The Sports Illustrated Swimsuit Community Comes Alive
On May 17, 2025, we attended the Sports Illustrated Swimsuit Social Club event held on Hudson Street in New York City, and it was an unforgettable experience. Surrounded by models, beauty professionals, and fans, it was clear that the Social Club represents much more than a magazine extension—it’s a vibrant community and lifestyle experience.
But what exactly is the Social Club? It’s a space designed for engagement, connection, and inspiration. Guests can enjoy interactive brand activations, meet & greets with the stars of SI Swim, and receive professional style and beauty tips. This initiative transforms the swimsuit brand into a social lifestyle hub where fans, models, and industry professionals can network and learn from one another.
Nicole Williams English, photography by Orchid Clay @theorchidclay.
Exclusive Services & Experiences at the Social Club
The Sports Illustrated Swimsuit Social Club offers a variety of unique services and opportunities:
Beauty and Styling Services: Guests receive expert tips and makeovers from celebrity makeup artists and hair stylists.
Meet & Greets: Intimate encounters with SI Swim models and celebrities.
Celebrity Coaching: Personal guidance from industry pros, including fitness trainers and photographers.
Luxury Brand Collaborations: Partnerships with top-tier brands showcased on models during photoshoots, giving attendees firsthand access to the latest trends and products.
For $80, members can spend a day immersed in this exclusive environment, mingling with elite models and beauty experts. The Social Club is not just an event—it’s a gateway into a world where fans can experience the glamour and hard work behind the magazine’s iconic imagery.
Building a Community Beyond the Pages
The Social Club fosters more than just beauty and style—it cultivates a community. Here, fans network with one another, with models, and with celebrity makeup teams, all while celebrating the legacy and ongoing evolution of Sports Illustrated Swimsuit. It breaks down barriers, giving everyday people a rare chance to engage with the world of fashion and entertainment that usually feels out of reach.
British Model Penny Lane, photography by Orchid Clay @theorchidclay.
Photographers and celebrity trainers also play a key role, offering workshops and coaching to attendees, making it a unique educational and social platform. This real-life interaction brings the magazine’s world to life in an accessible and inspiring way.
Strategic Collaborations: A Win for Brands and Fans
The magazine’s influence extends well beyond the glossy pages. Brands collaborate closely with SI Swim to showcase their products on influential models like Alix Earlie, who boasts 4.2 million Instagram followers. When a model with such a vast social presence endorses a product, it can skyrocket in popularity and sales.
MJ Day
Editor-in-Chief of Sports Illustrated Swimsuit, has garnered international recognition for her transformative leadership in the modeling and media industries.
By integrating luxury brands and influencers, Sports Illustrated Swimsuit has found innovative ways to market beauty and lifestyle products. The Social Club acts as a testing ground and showcase for these partnerships, blending fashion, fitness, and commerce seamlessly.
From Magazine to Lifestyle Experience
Sports Illustrated Swimsuit has successfully transitioned from a traditional fashion magazine into a multi-dimensional lifestyle brand. By embracing diversity, building a thriving social community, and fostering collaboration with brands and celebrities, it continues to inspire a new generation. What started as a celebration of bikini beauty now stands as a beacon of empowerment, connection, and inclusivity.
Twin Models Elisha and Renee Herbert, photography by Orchid Clay @theorchidclay.
The Social Club exemplifies this evolution, inviting everyone—not just fashion insiders—to celebrate confidence, style, and community in a truly unique setting.
