For a weekly publication like Sports Illustrated, the perpetual problem was producing enough content to fill a magazine week in and week out. (They now only publish monthly.) This is especially true in late winter, after the Super Bowl, a slow time for the big, popular sports. In 1964, editor Andre Laguerre came up with a brilliant way to help fill in the slow time: a swimsuit issue. He tapped fashion editor Jule Campbell to produce the new issue. It would prove to be one of the most profitable decisions in publishing history. Campbell stayed on as editor of the Swimsuit Issue for 32 years, turning it into a juggernaut that would produce the majority of the profits for the magazine.
In “Beyond the Gaze,” Campbell's daughter-in-law, Jill Campbell, does a deep dive into the history of the Swimsuit Issue, interviewing models, photographers, editors, and Jule herself, as well as some feminist critics. I saw the documentary at a film festival, and I got that usual film festival glow. By the time we had watched the film and the Q&A with Jill Campbell, I left feeling like I had just seen the best film ever. After some time, I cooled on it just a little, but it is still well worth watching.
There are really 2 stories in this documentary. One is about the magazine and the business empire it spawned. The issue made stars out of models like Elle McPherson, and the interviews with these women are enlightening. We learn how fraught modeling can be, working nearly naked with male photographers and directors, who are sometimes inclined to take advantage of the situation. For the Swimsuit Issue, Jule was always there directing the shoots and then selecting the photos, weeding out the more lascivious shots and ensuring that only the more tasteful pics made it into the magazine. These portions of the film are copiously filled with footage of the photo shoots, so it's pretty easy on the eyes.
Then there are the critics, representing the usual bizarre alliance between man-hating feminists and the religious right. The one thing they both hate is pictures of beautiful, scantily-clad women. Probably my only real criticism of the documentary is that Ms. Campbell gives these critics more air time than is really needed. I think it's right that she includes their voices, as they do make some valid points, for what they are worth. The magazine does objectify women. It also objectifies women as soft, feminine, and vulnerable in a magazine that is otherwise supposed to be about athletics. Points taken. By the end, this film keeps circling back to these same critics restating the same points. She could have cut their screen time by half without losing anything useful.
The best documentaries blend a personal story with a big-picture theme, and Jill Campbell does that here. The second story in this film is about Jule Campbell at the end of a long, productive life, being cared for by family and developing symptoms of dementia. Through all this, it's gratifying watching her re-visit and discuss her life's work and catch up with several of the models she worked with over the years. There wasn't a dry eye in the theater by the closing credits.
4 stars out of 5
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