The supermodel smolders in an alluring love-themed photoshoot.
Supermodel star Irina Shayk is making her debut as the new face of storied French lingerie house Etam, starring in a striking campaign that has already set social media buzzing. The project, titled “J’Etam”—a clever play on the French Je t’aime (“I love you”) and the brand’s name—celebrates the full spectrum of love: romantic, familial, friendly, platonic, and, most importantly, self-love.
The J’Etam collection reflects that theme with pieces crafted to make women feel both powerful and sensual, whether in the quiet intimacy of their own space or on a glamorous night out. Think lace-trimmed bralettes, sheer balconette bras, satin slips, and barely-there thongs—all infused with Etam’s signature French chic. There’s a deliberate mix of softness and strength in the designs: bold cuts paired with delicate fabrics, playful colors sitting alongside timeless black and cream.
Shot by acclaimed New York-based photographer Brianna Capozzi, the campaign strips away excess and focuses on Shayk’s raw magnetism. Minimal staging, soft natural light, and a pared-down backdrop let the pieces—and Shayk herself—do all the talking. In one image, she lounges in a barely-there lace set, her expression equal parts vulnerability and power. In another, a satin bra-and-panty pairing catches the light, showcasing both the craftsmanship of the lingerie and Shayk’s statuesque form.
Each frame is deliberately understated yet impactful, reinforcing the campaign’s theme of authentic, unfiltered love—the kind that celebrates individuality and confidence without pretense.
For Shayk, this campaign is the latest in a string of high-profile collaborations that continue to define her as one of fashion’s most enduring icons. Alongside her Etam debut, she’s fronted projects for Helmut Lang, Marc Jacobs, Sporty & Rich, and Dolce & Gabbana. Earlier this year, she helped Vogue Brasil mark its 50th anniversary with a striking celebratory cover, shot the day after Rio’s legendary Carnaval.
The Etam campaign is just the beginning. The full J’Etam collection will be unveiled at a highly anticipated live runway presentation on September 30, helmed by artistic director Oliver Leone. True to Etam tradition, the show is expected to fuse Parisian sensuality with bold, theatrical staging—and with Shayk leading the lineup, it’s destined to be one of the most talked-about lingerie events of the season.
Founded in 1916, Etam has been synonymous with French lingerie chic for more than a century. The brand has always balanced tradition and modernity, pairing luxurious materials with designs that feel playful, wearable, and empowering. By choosing Irina Shayk to front its new campaign, Etam reinforces that balance: a timeless heritage brand with a modern global superstar who embodies confidence, sensuality, and reinvention.
Whether she’s fronting luxury fashion campaigns, dazzling at red-carpet events, or starring in lingerie shoots, Irina Shayk continues to embody unapologetic confidence—a quality that both brands and fans can’t resist. With her statuesque figure, piercing gaze, and effortless ability to channel both softness and strength, Shayk perfectly encapsulates what the J’Etam collection stands for: love in all its forms.
The Etam J’Etam collection modeled by Irina Shayk is available to shop now, bringing French sensuality, bold femininity, and a touch of Shayk’s magnetic energy into lingerie drawers worldwide.
