• Luxury at H&M Prices: Elie Saab Brings Couture Codes to the Mass Market

  Lebanese fashion house Elie Saab is taking another step beyond the world of haute couture. Through its new collaboration with H&M, the brand is bringing its signature couture codes to a more accessible segment, offering a wider audience the elements that have made Saab a favorite among fashion lovers: lavish embellishment, glamorous evening silhouettes and impeccable tailoring, according to Forbes...

• $100 Billion Has Vanished: Is the Era of Shein and Out-of-Control Fast Fashion Finally Coming to an End?

  Not long ago, it seemed as though Shein was on a path to global domination. The Chinese fashion giant promised a new era of fast fashion: new items could appear on its website within a matter of hours, while entire outfits could be assembled for less than $10. The model proved so irresistible that it quickly turned into a global addiction, The Independent reports...

• Pucci Returns to Its Roots: Camille Miceli Turns Medieval Horse Racing Into Modern Luxury

  For several years, Emilio Pucci creative director Camille Miceli has explored the psychedelic and hippie-chic side of the Italian house’s heritage. Now, the designer has turned her attention to a lesser-known chapter of its history...

• Chanel in All Its Glory: New Necklace Showcases a Rare 20.66-Carat Sri Lankan Sapphire

  Lion, camellia, star and sun — all of Chanel’s iconic symbols come together in a single jewelry masterpiece, crowned by an exceptionally rare sapphire...

• Heidi Klum Shows Off a Sultry Morning Look While on Vacation

  Heidi Klum clearly has no intention of starting her mornings quietly...

• Why Are Luxury Brands Being Forced to Cut Prices?

  Earlier this year, a medium-sized Gucci Mercato leather tote designed by Demna for the Spring/Summer 2026 collection would have cost you $2,900. But in May, Bernstein analysts noticed a change: Gucci had quietly cut the price of the bag by around 20–25%, Vogue reports...

• Suit with braces: What the British Prime Minister's wardrobe choice says about him

  Fashion subculture, a nod to 80s excess, or a symbol of tradition? British Prime Minister Andy Burnham’s wardrobe has once again become a topic of fashion debate after he appeared in public wearing a suit with braces, The Guardian writes...

• “It Doesn’t Even Cover the Nipple”: Influencer Mocks Kim Kardashian’s Microscopic Skims Bodysuit

  Influencer Remi Bader put Skims’ new Fits Everybody collection to a rather revealing test—and, judging by her reaction, she was far from impressed with the result...

French lingerie brand Etam has unveiled its Fall 2025 campaign, with Irina Shayk as its radiant leading face. Titled “J’ETAM” — a playful twist on the brand’s name and the French declaration of love “Je t’aime” — the campaign poses a central question: “What is the most French feeling?” The answer, of course, is love.

Launching just ahead of Etam’s runway show on September 30, the campaign celebrates every form of love — romantic, platonic, familial, and most importantly, self-love. With her magnetic, liberated femininity, Irina Shayk perfectly embodies the message.

Shot by Brianna Capozzi, the visuals strip away glossy artifice: soft lighting, minimal sets, natural makeup, even socks on camera — all in the name of honesty and intimacy. This isn’t just lingerie; it’s a portrait of the modern woman, living by her own rules.

The collection spans delicate lace sets and easy cotton pieces in shades ranging from blush pink to fiery red and electric blue. Push-up bras, wire-free silhouettes, thongs, and boyshorts — every design is made to let women feel beautiful in any mood, at any moment, just as French women do.

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