A fresh breeze is sweeping through Etam. The French lingerie brand has just unveiled the face of its new campaign: Irina Shayk, an international icon whose magnetic charisma is undeniable, becomes Etam’s new muse. A powerful, poetic, and decidedly modern collaboration that marks the opening of a new creative chapter, led by artistic director Olivier Leone.
“J’Etam” : une déclaration d’amour à toutes les formes d’amour
Under the name “J’Etam,” a poetic contraction of “Je t’aime” and Etam, the brand delivers a true manifesto, conceived as a universal declaration of love: passionate love, filial love, friendship, platonic love, but above all self-love. An ode to femininity in all its richness and diversity, faithful to the brand’s historic values: freedom, elegance, and kindness. When asked, “What is the most French emotion in the world?”, Etam answers without hesitation: love.
Irina Shayk, emblem of free and magnetic femininity
With more than 24 million followers and a meteoric international career, Irina Shayk stands out as a bold and coherent choice to embody this new vision. She embodies a modern, confident, radiant woman, far from fixed stereotypes.
In this campaign photographed by Brianna Capozzi, styled by Vanessa Reid, and elevated by Claire Grech and Lucy Bridge, the Russian top model reveals herself without artifice, in raw light and a minimalist, uncluttered setting — all precision and intensity.
A Prelude to Etam’s Next Live Show
This campaign offers a little preview of Etam’s famed Live Show 2025, which will take place this year on September 30, a flagship brand event that blends fashion, music, and empowerment. The tone is set: bold, sincere, and decidedly feminine.
For more than a century, Etam has championed lingerie craftsmanship in service of women, highlighting femininity freed from constraints. With “J’Etam,” the brand isn’t merely launching a campaign: it’s issuing a statement, celebrating love in all its forms and inviting every woman to (re)choose herself.
