Kim Kardashian's bikini baby-bump is on full view on the cover of this week's Us Weekly magazine. According to reports, the story has had "people grabbing for the mag in grocery store checkout aisles," and it's certainly, well, eye-catching.

The cover photo shows a heavily pregnant Kardashian ambling down a Greek beach during her family location to Mykonos in late April to film Keeping Up With The Kardashians. The 32-year-old wears a two piece bikini while the cover headline reads, "You Call This Fat?" The magazines says she has suffered a "painful pregnancy" but that Kim has "decided not just to embrace her curves but also to show them off." 

Kardashian has largely been open and honest about her first experience of pregnancy, probably reassuring many other pregnant women. She told Ryan Seacrest, "I was waiting for this amazing experience where I can just do whatever I want, eat whatever I want, feel great. And it just hasn't been great. I'm just in a lot of pain everywhere. It's a really painful thing. I'm in pain, physically."

The reality star, who famously ended her marriage to Kris Humphries after just 72 days, is now settled with beau Kanye West. Rather than hole herself away, she's been a frequent red-carpet attendee over the past few months and acquired the services of gown designer Riccardo Tisci to create some stunning pregnancy outfits. "I have dressed many pregnant women in the past. People can say what they want. To me, pregnancy is the most beautiful thing in the world, and when you celebrate something, you give people flowers," Tisci told Women's Wear Daily. "She was the most beautiful pregnant woman I dressed in my career."

Kim KardashianKim Kardashian At A Sears In-Store Event In Houston, Texas