There is a difference between Lust, and healthy male desire for women. God's Love is Patriarchal, that is, a Man full of God's Love is like a Patriarch, who views the long term wisdom of actions.
At some point in my journey of Faith, it was like what was going on below the belt rose up into my heart. I still desire women. I still find them attractive. I like looking at them. It is healthy for a man to look upon a woman in a respectful and appreciative way. I just don't think of them being naked, or think of getting them in my bed because I know that is not good for either of us in the long term, I know God would frown upon it, and I know I would be smote with God's Rod if I did. I, like God, want Good things for people. That which builds them up.
Is looking at Sports Illustrated Swim Suit Edition sinful? It can be. In what Spirit are you looking at it? If your mom ever told you that if you masterbate you will go blind, then she is not wrong. If you are lusting after women, then you may go blind to God and things of God.