- Irina Shayk is the face of Blumarine's Resort 2027 campaign, fronting a collection built around lace, corsetry, ruffles, and bougainvillea details under Creative Director David Koma.
- The campaign's mood centers on dark romance, black and white dominate the palette, evoking a Helmut Newton-like tension between softness and severity.
- This marks a continued partnership: Shayk opened Koma's debut Blumarine runway show during Milan Fashion Week FW 2025-26, making her a key face of his Blumarine era.
- Off the campaign trail, Shayk is active across multiple brand fronts, with recent work for Calzedonia and Etam adding to her growing portfolio of endorsements.
Irina Shayk is the face of Blumarine’s Resort 2027 campaign, starring in a collection crafted by Creative Director David Koma that blends sensuality with dark romance.
Shayk anchors a wardrobe built on lace, corsetry, bougainvillea embroidery, and an arresting black-and-white palette that Koma describes as carrying a Helmut Newton-like charge.
The pairing is no coincidence. Shayk opened Koma’s debut Blumarine runway during Milan Fashion Week FW 2025-26, making her a recurring muse in his vision for the house.
Since taking the creative director role in July 2024, Koma has drawn fans like Florence Pugh, and has previously dressed Beyoncé, Dua Lipa, and Kendall Jenner through his namesake brand.
Much like Maya Jama’s steamy summer work with Agent Provocateur and Georgina Rodriguez’s Calzedonia swimwear campaign, Shayk’s Blumarine turn leans hard into high-fashion summer glamour with a distinctly European edge.
Beyond Blumarine, Shayk has kept a full campaign calendar, fronting Etam’s Fall 2025 lingerie campaign and starring alongside Claudia Schiffer and Imaan Hammam in Donna Karan New York’s 40th anniversary Fall 2025 campaign. She also appeared in the 2026 Pirelli Calendar alongside FKA Twigs, Venus Williams, and Tilda Swinton.
Takeaways
Irina Shayk and David Koma are quietly building one of fashion’s most interesting creative relationships right now. Shayk isn’t just a hired face here, she’s become Koma’s recurring Blumarine muse, lending his dark-romantic vision a commanding physical language that few models could pull off.
For Blumarine, the Resort 2027 campaign signals that Koma’s direction is sticking: luxe, cinematic, and unapologetically sensual. For Shayk, it adds further proof that at 39, she’s in one of the most commercially active stretches of her career.
Is Irina Shayk becoming the defining face of Koma’s Blumarine era, and what does that mean for the brand’s identity long-term? Does Shayk’s repeated pairing with Blumarine hint at a formal ambassadorship beyond campaign work?
