Etam Captivates Again: Irina Shayk Stars in the Season’s Most Daring Campaign

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.