When we think of Sports Illustrated’s swimsuit issue, it’s hard to think about anything besides bikini-clad models attempting to make it look like cold water and sand are anything but uncomfortable. However, it looks like Sports Illustrated is trying to make the swimsuit issue all about the actual swimwear.
The company is teaming up with RAJ Swim to create a new collection of swimwear and active apparel for “all types of women” to debut in 2018, with a first look available this summer.
“This is a natural evolution for Sports Illustrated Swimsuit, which has long been considered the authority on swim style,” said Bruce Gersh, senior vice president, strategy and business development, Time Inc. “The opportunity to expand the Sports Illustrated Swimsuit brand into the premium apparel space is a perfect fit, and it falls in line with our strategy to unlock new consumer programs leveraging Time Inc. brands. RAJ Swim has a rich history and is highly respected in the industry, making the company an ideal fit to help bring the Sports Illustrated Swimsuit brand to life.”
The SI Swimsuit collection will debut in early 2018 alongside the launch of the annual swimsuit issue, and of course, several items will be featured throughout the magazine’s pages. For now, the collection is headed to Miami Swim Week to showcase the collection.
