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Irina Shayk Slays As Face Of New Campaign For French Lingerie Brand Etam

Summary by Maxim
(Etam/Photographed by Brianna Capozzi) Supermodel and former Maxim cover star Irina Shayk is making her debut as the new face of storied French lingerie brand Etam in a head-turning new campaign. Dubbed “J’Etam—a portmanteau of “Je t’aime” ( French for “I love you”) and the brand’s name, the new collection takes inspiration from “every form of love: romantic, familial, friendly, platonic, and above all, self-love.” (Etam/Photographed by Brianna …
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Maxim broke the news in on Tuesday, August 26, 2025.
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