To say that the launch of Carine Roitfeld's new magazine CR Fashion Book has been highly anticipated would be a serious understatement. The last few months have been full of speculation about what we can expect along with controversy surrounding those reports about Condé Nast banning their stylists and photographers from contributing to the publication. Now the wait is over because the cover has been revealed and the issue is set to drop on September 13.

Kate Upton was shot by Bruce Weber for the cover carrying five chicks, in line with the issue's rebirth theme, and her appearance doesn't come as a surprise. Back in June reports began to emerge that Roitfeld had snapped her up particularly after she booked the Sports Illustrated model to walk in that amfAR fashion show in Cannes. And besides, we know that Carine likes models a good curvy blonde (hello Lara Stone) and Upton is just that.

'Maybe people will be surprised that she was my first cover, but you know, I always like to surprise people,' she told The Daily Beast. 'I wanted someone with a sensual body, someone who could be a mother of all these babies. Honestly, from the first time I worked with her - I saw in Sports Illustrated some pictures she did with Terry Richards. I would not say she's a controversial model, but she's not a classic model, and I like that.'

The big questions is: do you like it?