Irina Shayk stars in Etam’s Fall 2025 campaign, titled J’ETAM, which combines the brand’s name with the French expression of love and asks: “What is the most French emotion?” The answer is love, in all its forms: romantic, platonic, familial or self-love.
The campaign, photographed by Brianna Capozzi, avoids the clichés of boudoir imagery. Shayk is shown in natural light with minimal staging, resulting in intimate, unfiltered photos.
The collection ranges from lace sets to comfortable cottons, styled simply with socks and minimal makeup. Colours span from classic shades such as pink, white, brown and black, to bolder options like electric blue and red. Silhouettes are equally varied, from thongs and boyshorts to wireless and push-up bras, adapting to different occasions and comfort preferences.
Although the campaign starring Irina Shayk is minimalist, the collection, now available on etam.com, invites playfulness with lingerie and celebrates love in all its forms.
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