Cheryl Tiegs is credited with bringing a more healthy
and athletic appearance to the face of the modeling world
in the 1970s and early 1980s. Indeed, Tiegs' athletic
shape was good enough to land her on the cover of Sports
Illustrated's coveted swimsuit issue three times
(1970, 1975 and 1983).
Sears saw great value in the positive image of Tiegs as
both an active and attractive woman. Since its sales of
women's fashion lines were lagging in the early 1980s,
Sears approached Tiegs about entering into a marketing
agreement. In 1981, Sears hired Tiegs as a spokeswoman for
her own line of clothing and footwear.
Press releases from the 1981 launch of the Cheryl Tiegs
clothing collection reported that Tiegs worked closely
with the company in the styling, fit and colors of the
apparel line. The clothes demonstrated Tiegs' sense of
classical styling while maintaining comfortable, athletic
Over the next several years, the Cheryl Tiegs line
offered apparel for all ages, from women to juniors.