Supermodel Irina Shayk is reminding the world why she’s one of fashion’s ultimate icons. The supermodel fronts Etam’s fall 2025 campaign, J’ETAM, a clever play on the French word for love and the brand’s name. The concept? Exploring love as the most French of emotions.
Etam Fall 2025 Campaign
Shot by photographer Brianna Capozzi, the imagery ditches the expected boudoir drama for something softer and stripped down. Shayk is seen in natural light, with minimal staging and an intimate vibe that feels fresh, modern, and very French-girl chic. It’s effortless but magnetic, much like Shayk herself.
The new lingerie collection delivers something for every mood. From bold lace sets that turn up the romance to laid-back cotton pieces styled with socks and a bare face, Etam balances glamour and comfort.
Colors run from timeless neutrals like blush pink, black, and brown to bolder shades like electric blue and fire red. The silhouettes echo this mix, offering everything from wireless bras and boyshorts to lace thongs and push-ups.
With J’ETAM, Etam is celebrating love in all its forms: romantic, platonic, self-love, and everything in between. And with Irina Shayk leading the way, it feels iconic.
