Kate Upton has landed on the cover of 'Sports Illustrated' swimsuit issue for 2017 again for the 3rd time.

She first made her SI debut in 2011 and then again in 2012 and 2013.

Upton, who has been labeled "curvy" by industry standards, told CNN in September that she doesn't agree with labels because beauty comes in all shapes and sizes.

"I almost think the body is art, everyone's perspective is their own and it comes from their own place," Upton said. "People are naturally tall, short, skinny, curvy, whatever. So I feel like limiting yourself to one label isn't right, you can be everything."

The "Sports Illustrated Swimsuit Issue" hits stands Wednesday.