Honestly, if you’ve spent any time looking at high-fashion billboards over the last decade, you know that Irina Shayk in lingerie isn't just a "moment"—it’s a career-defining masterclass. She basically rewrote the rules for how a model transitions from the commercial world of catalogs to the "New Super" status she holds in 2026.
While most models peak and then slowly fade into lifestyle blogging, Shayk has actually gotten more influential. It’s kinda wild. Just recently, her appearance for the Etam Fall 2025 campaign in Paris proved that at 40, she’s still the biggest draw in the room. This wasn't some over-airbrushed, stiff production. It was raw. Shot by Brianna Capozzi, the images used natural light and zero fuss, which is pretty much the Shayk brand now: confidence without the bells and whistles.
Why the Intimissimi Partnership Changed Everything
Most people don't realize that Shayk’s path wasn't exactly a straight line to the top. She was "discovered" in a small Russian town, the daughter of a coal miner and a music teacher. It’s the kind of backstory that sounds like a movie script. But her real "big bang" happened in 2007 when she became the face of Intimissimi.
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That partnership didn't just last a season; it’s been nearly two decades. Think about that. In an industry that swaps faces every six months, she became an ambassador, then "family." She’s talked openly about how those early years with the Italian label taught her how to actually model lingerie. It’s not just about looking good in a lace bralette; it’s about the personality. In her own words, fashion is finally recognizing that imperfection is the real beauty. She’s paved the way for models who actually have a pulse and a voice.
The Victoria’s Secret Return and the Fenty Factor
Remember the 2016 Victoria’s Secret show? The one where she walked the runway while six months pregnant? That was a massive cultural shift. It signaled that the "fantasy" didn't have to be some unreachable, sterilized version of womanhood.
More recently, she’s been a staple in Rihanna’s Savage X Fenty shows (Vol. 2 through Vol. 4). If you saw her in the snakeskin bodysuit with the matching scarf in Vol. 3, you get why Rihanna keeps calling her back. She brings a certain "don’t mess with me" energy that fits the Fenty inclusive-but-tough vibe perfectly. It’s a far cry from the sugary-sweet catalogs of the early 2000s.
The "Underwear as Outerwear" Trend She Basically Owns
If you follow street style, you’ve probably seen the headlines about her "breaking the rules" at Cannes or in New York. We aren't just talking about Irina Shayk in lingerie for a photo shoot anymore. She’s wearing it to dinner.
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- The 2023 Cannes Look: She stepped out in a sheer Gucci midi dress with nothing but a monogrammed bra and panties underneath. Bold? Yes. Polarizing? Absolutely.
- The 2026 Pirelli Calendar Launch: Just recently in Prague, she wore a Luis de Javier "bullet bra" with men’s style underpants and flared jeans.
- The "Street Style" Bra: She’s often spotted in New York wearing an unbuttoned silk shirt over an Intimissimi triangle bra. It’s basically her uniform.
This isn't just a celebrity trying to get attention. It’s a calculated move. By blurring the line between intimate apparel and high-fashion evening wear, she’s made herself more marketable to both luxury brands like Schiaparelli and accessible labels like Etam.
Why She’s Still Topping the Charts in 2026
There’s this thing called the "New Supers" list on Models.com, and Shayk has been a permanent fixture for years. Part of that is her longevity. While younger models come and go via TikTok trends, Shayk relies on what she calls "raw magnetism."
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Her latest work for the 2026 Pirelli Calendar alongside FKA Twigs and Gwendoline Christie shows she’s leaning into more artistic, "less is more" territory. It’s less about the male gaze and more about "self-love," which was actually the core theme of her J’Etam campaign.
How to Pull Off the Shayk Aesthetic (Without the Supermodel Budget)
Look, we can't all be 5'10" with Tatar-Russian genes, but you can definitely steal her logic when it comes to styling.
- Skip the Padding: Shayk almost exclusively models non-wired, non-padded lace bras. It looks more natural and feels less like a costume.
- Monochrome is Key: If you’re going to show off a bra under a blazer or sheer top, keep the colors identical. It makes the look intentional rather than accidental.
- Contrast the Silhouettes: If the lingerie is tiny, she wears something oversized on top—like a men’s leather trench or baggy jeans. It balances the "sexy" with "cool."
The real takeaway from Irina's career isn't just about the photos. It’s about the transition from being a "subject" to being the one in control of the image. Whether she’s fronting a campaign for Dolce & Gabbana or walking a lingerie runway, she’s the one setting the tone.
If you're looking to refresh your own wardrobe with some of those Shayk-inspired pieces, start by looking for unlined triangle bras in neutral tones like black or cream. They’re the most versatile for layering under sheer tops. Also, keep an eye on the upcoming Etam x Irina Shayk limited drops; they usually focus on that "French chic" aesthetic she’s been championing lately.