Irina Shayk Smolders in Etam’s Fall 2025 Drop

Supermodel Irina Shayk is reminding the world why she’s one in every of trend’s final icons. The supermodel fronts Etam’s fall 2025 marketing campaign, J’ETAM, a intelligent play on the French phrase for love and the model’s title. The idea? Exploring love as essentially the most French of feelings.

Etam Fall 2025 Marketing campaign

Shot by photographer Brianna Capozzi, the imagery ditches the anticipated boudoir drama for one thing softer and stripped down. Shayk is seen in pure gentle, with minimal staging and an intimate vibe that feels recent, trendy, and really French-girl stylish. It’s easy however magnetic, very like Shayk herself.

The brand new lingerie assortment delivers one thing for each temper. From daring lace units that flip up the romance to laid-back cotton items styled with socks and a naked face, Etam balances glamour and luxury.

Colours run from timeless neutrals like blush pink, black, and brown to bolder shades like electrical blue and fireplace purple. The silhouettes echo this combine, providing every little thing from wi-fi bras and boyshorts to lace thongs and push-ups.

With J’ETAM, Etam is celebrating love in all its kinds: romantic, platonic, self-love, and every little thing in between. And with Irina Shayk main the best way, it feels iconic.