Heidi Fish Swimwear is once again making waves, securing its place among the swimwear elite with a glamorous new editorial feature in the iconic Sports Illustrated Swimsuit Issue 2025.

Though she has relocated to the Kitsap Peninsula, she has strong roots in West Seattle where she maintained an office for years.

This marks another significant milestone in designer Heidi Fish’s storied nearly two-decade relationship with Sports Illustrated, having been featured in more than a dozen editions, including notable appearances in 2007, 2008, 2011, 2012, 2014, 2016, 2022, and 2023.

For the 2025 edition, Sports Illustrated veteran model Brooks Nader donned one of Fish’s signature designs during a breathtaking editorial shoot in Bermuda, expertly captured by renowned photographer Ben Watts. The featured look is an elegant, figure-sculpting design that highlights Fish's commitment to bold femininity and coastal couture, characterized by signature ruching and shell-inspired details. Ruching is a fabric manipulation technique where material is gathered and sewn to create a pleated, ruffled, or textured effect.

Heidi Fish, founder and designer of her self-named brand, expressed immense pride in this continued collaboration. "I’m honored and thrilled to see my designs continue to resonate with a publication that has defined swimwear culture for generations," she said. She emphasized the personal significance of each feature, adding, "Each feature is a moment to celebrate craftsmanship, confidence, and feminine power".

Known for her unique blend of vintage glamour, modern silhouettes, and handcrafted details, Fish’s swimwear has become synonymous with editorial luxury. Her brand, based in Bremerton, Washington, is a couture swimwear label specializing in custom-made, editorially inspired designs. Each piece is handmade using high-end materials and meticulously designed to flatter, empower, and make a statement. This focus on bespoke beauty extends to her custom work for clients. Fish finds it incredibly fulfilling to help women feel confident: "There’s nothing more rewarding than seeing someone smile with confidence. Knowing that I’ve helped someone feel good in their own skin—especially in something as personal as a swimsuit—is incredibly fulfilling". She added, "Knowing that you have the ability to make that person feel good about themselves is huge".

Addressing the diverse needs of her clientele, she explained, "Every body is unique. As we age, our needs change, and many women want more support, better fit, and designs that truly flatter. That’s exactly what I offer with my custom swimwear. Whether you're curvy, athletic, petite, or somewhere in between, all sizes matter and all deserve to feel fabulous".

Heidi Fish Swimwear also generated significant buzz earlier this year at Swim Week Miami, where her designs graced the runway on emerging SI stars Ally Mason and Penny Lane, further embodying the brand’s signature blend of timeless glamour and contemporary edge. With a growing following from celebrities, influencers, and global clients, Fish’s work continues to shape the future of luxury swimwear, anchored by a proud Pacific Northwest aesthetic and decades of editorial acclaim.

The enduring legacy of the Sports Illustrated Swimsuit Issue

Heidi Fish’s repeated features say something about her brand's alignment with the Sports Illustrated Swimsuit Issue's evolving identity. The issue itself boasts a fascinating history.

It first debuted on January 20, 1964, featuring Babette March on the cover. Editor Andre Laguerre originally conceived it as a way to fill the slow winter months in sports coverage. Over time, it evolved into a cultural phenomenon, famously launching the careers of numerous supermodels and celebrities.