Irina Shayk Stars in Etam's Fall 2025 Campaign

French lingerie brand Etam released its Fall 2025 campaign fronted by none other than Irina Shayk. Aptly titled "J'ETAM," it merges the brand's name with the French declaration of love and poses the question: "What is the most French emotion?" The answer, naturally, is love.

The campaign sets the stage for the brand's upcoming show on September 30 and celebrates love in all its forms, whether platonic, romantic, familial or self-love. Shayk was chosen to embody this ethos with her modern and magnetic femininity that oozes power and freedom. Lensed by photographer Brianna Capozzi, the imagery breaks away from traditional tropes of boudoir-esque campaigns, and we see her shot in soft, natural light with minimal staging, allowing the photos to feel intimate and unfiltered.

The collection caters to every corner of your lingerie drawer, from bold and lacy sets to comfort-first cottons styled simply with socks and minimal makeup, speaking to the modern, everyday woman. Colors range from timeless blush pink, white, brown and black, to bolder colors like electric blue and bright red. The silhouettes also echo this spectrum, with intricate lacey thongs and boyshorts available, and bras ranging from wireless to push-up. Something for any occasion and any comfort preference, this is the French-girl way. The campaign might be stripped back, but the collection invites you to be playful and celebrate love in every form.

Check out the campaign imagery above and head over to the Etam website to shop the collection.

In other news, Givenchy celebrates the beauty of women for Sarah Burton's first campaign.

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