Irina Shayk Ignites Etam’s “J’Etam” Campaign with Intimate, Sunlit Lingerie

Irina Shayk smolders in Etam’s Fall 2025 “J’Etam” campaign—an arresting blend of French-flair and raw intimacy. Shot by photographer Brianna Capozzi, the visuals ditch boudoir clichés and lean into fresh, stripped-down simplicity. Shayk is embraced by natural light and minimalist staging, transforming each frame into a modern ode to femininity and sensual restraint.

The campaign’s title, “J’Etam,” cleverly fuses Etam’s name with je t’aime, signaling a celebration of love—romantic, platonic, familial, and above all, self-love. Shayk embodies this ethos with effortless magnetism, radiating power and freedom in every look.

True to contemporary wearer needs, the collection balances lacy statement pieces with comfort-first cotton staples, styled with minimal makeup and even socks—capturing the modern woman’s desire for both style and ease. The palette flits from timeless blush, white, brown, and black to bold pops of electric blue and red. Silhouettes range from delicate thongs and boyshorts to wireless and push-up bras—proof of design that marries sensuality with inclusivity.

With this campaign, Shayk does more than model lingerie—she reframes what intimacy looks like in fashion, spotlighting authenticity over artifice.