The French lingerie brand Etam brings back Irina Shayk for Fall 2025 with a J’ETAM campaign ahead of its September 30 Paris show.
Etam is putting love on the record this season with J’ETAM, a new campaign led by Irina Shayk and framed around a simple question about Frenchness and feeling. The answer is love, presented without fuss and with Shayk at the core.
Shot by Brianna Capozzi, the images lean on natural light and a spare set so the clothes do the talking. The mood reads intimate and direct. Vanessa Reid styles, with beauty by Lucy Bridge and hair by Claire Grech, a team that keeps everything clean and close to the body.
J’ETAM is more than a name. It riffs on je t’aime and Etam to fold every kind of love into the brief. Consider it a thesis for the season and a runway prelude for September 30.
The product mix covers the full range of a working lingerie drawer. There are lace sets when you want a statement, cotton staples styled with socks when you do not, and bras that run from wireless to push up. The palette moves from blush, white, brown, and black to electric blue and red. The point is choice and mood, not a costume.
The campaign drops August 25 and leads into Etam’s live show at the end of the month. Expect continuity between the images and the runway.
