Honoring all types of love.
French lingerie label Etam unveiled its Fall 2025 campaign featuring the one and only Irina Shayk. Titled “J’ETAM”, it asks the question: “What is the most French feeling?” And the response, of course, is love.
The campaign reveals the brand’s upcoming show on September 30th and celebrates love in all its forms, whether platonic, romantic, family, or love for oneself. Shayk was chosen to embody this with her modern and magnetic femininity that exudes freedom and strength. Snapped by photographer Brianna Capozzi on a lens of an atypical boudoir-esque campaign, here we see her donning soft, natural light with minimal equipment, so the photos appear intimate and raw.
The line speaks to every corner of your lingerie drawer, from lacy and graphic sets to cottons optimized for comfort worn simply with socks and minimal makeup, for the everyday contemporary woman. Colors range from traditional blush pink, white, brown, and black to brighter hues like electric blue and fluorescent red. Silhouettes reflect the same, with detailed lacey thongs and boyshorts available, as well as bras ranging from wireless to push-up. Something for every event and every comfort level, this is how the French girls do it. The campaign can be simple, but the range urges you to play along and enjoy love in all its guises.
Look through the campaign images above and click through to the Etam website to purchase the collection.
Images Courtesy of Etam
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