Irina Shayk Fronts Dolce & Gabbana's My Lash Seduction Mascara Campaign

Dolce & Gabbana's new My Lash Seduction Mascara campaign puts Irina Shayk front and center, and she brings full bombshell energy to it. The Russian supermodel, known for her decade-long run on Dolce & Gabbana's runways and campaigns for brands like Blumarine, channels the house's take on confidence and femininity so naturally that the lashes practically shine on their own.

Photographed by Gordon Von Steiner, the campaign image stays close and intimate. Shayk leans into soft, patterned fabric in black lingerie, her dark hair falling loose around her face, skin glowing, lips glossed, eyes dark and defined. It's the same team behind Dolce & Gabbana's "Your Devotion Eau de Parfum Intense" campaign, which sent Shayk and actor Michele Morrone through the streets of Naples for a cinematic love story set to Gino Paoli's "Sapore di Mare." Both launches are being pushed together under one idea: confident, authentic femininity.

My Lash Seduction Mascara promises panoramic volume and an instant curl that Dolce & Gabbana says lasts up to 24 hours. The formula is built around Sicilian prickly pear extract, green azuki and red clover, and uses a fiber brush designed to separate and define each lash individually. It comes in one shade, 01 Naturally Black, and sits in a black-and-gold case that matches the brand's usual codes. It's priced at 42 euros and rolled out through Sephora and Dolce & Gabbana's own counters this month.

The mascara is the newest piece of Dolce & Gabbana Beauty's growing makeup line, which launched in October 2024 and now covers more than 300 products across eye, face and lip categories. Executives have described the makeup arm's positioning as "indie luxury," sitting between the speed of independent beauty brands and the polish of a fashion house name, a strategy they credit with fast market growth.