What’s more French than love? Nothing. Absolutely nothing. Which is why Etam’s Fall 2025 campaign — cleverly titled “J’ETAM” — is basically a love letter wrapped up in lace, starring none other than Irina Shayk.
Forget the boudoir clichés — no satin sheets or velvet chaise lounges here. Instead, we get Irina in soft, natural light, stripped back and intimate, as if love itself had a quiet glow. Shot by Brianna Capozzi, the imagery celebrates love in every form: platonic, romantic, self-love (yes, that counts), and even the kind you find in a perfectly fitting bra.
The collection itself is peak French-girl energy — effortlessly chic, a little bold, and unapologetically versatile. Think delicate lace thongs one day, comfort-first cotton the next. Colors range from dreamy blush pinks and timeless blacks to a cheeky electric blue or a fiery red — because love, like lingerie, should never be boring.
ABOVE: Irina Shayk for Etam’s Fall 2025 campaign
Whether you’re slipping into a wireless bra that feels like a hug or a push-up that whispers “date night,” there’s something in this drop for every kind of mood, body, and love story. Etam isn’t just selling lingerie; it’s reminding us that love — in all its messy, glorious, everyday forms — is the most French emotion of all.
Irina embodies it flawlessly. Magnetic, modern, and free — she’s basically your reminder that lingerie should be lived in, not just looked at.
The collection launches ahead of Etam’s show on September 30, but you can already shop the campaign online. Consider this your invitation to celebrate love, however it looks on you.
