- Irina Shayk, 40, has partnered with Italian denim label Haikure for a new fashion campaign, shooting the images herself at home and sharing them on Instagram.
- The self-shot campaign included a topless image of Shayk in signature Haikure denim-layered pants, captioned "Created from home, through my lens @haikure.studio."
- This is not Shayk's first link to Haikure, she attended a brand-hosted dinner at NYC's Zero Bond during NYFW in February 2026, dressed head-to-toe in Haikure.
- Shayk is currently riding a wave of high-profile brand work, including her 2026 campaign for French jewelry house Messika alongside Julianne Moore, and a prior campaign for Italian luxury house Pucci.
Irina Shayk is making fashion feel personal. The Russian supermodel, 40, has officially partnered with Italian denim brand Haikure for a new campaign, one she shot entirely herself at home.
Sharing the photos on Instagram, Shayk posed in the brand’s signature denim-layered black pants, including one striking topless shot with arms crossed, captioned: “Created from home, through my lens @haikure.studio.”
The collaboration has been months in the making. Back in February 2026, Shayk attended a Haikure-hosted dinner at Zero Bond in New York during Fashion Week, arriving in a full leather look straight from the brand’s PF26 collection, a clear preview of the partnership to come.
Haikure, known for its Italian denim-first philosophy and relaxed, casual silhouettes, is increasingly building its celebrity footprint.
For Shayk, this adds to an already stacked 2026 run. She fronted Messika’s Moderniste jewelry campaign alongside Oscar winner Julianne Moore, starred in the 2026 Pirelli Calendar, and co-hosted Italy’s prestigious Sanremo Music Festival in February.
Her earlier career-defining moment, landing the cover of Sports Illustrated Swimsuit Issue in 2011 after becoming the face of Intimissimi in 2007, set the blueprint for a supermodel who keeps evolving.
This kind of self-directed, intimate campaign approach is gaining traction across fashion. Just as Georgina Rodríguez recently teamed with Calzedonia for a summer swimwear campaign and Rosie Huntington-Whiteley collaborated with ViX Paula Hermanny on a swimwear collection, supermodels are increasingly taking creative ownership of their brand deals, blurring the line between model and co-creator.
Takeaways
This campaign is a smart move for both sides. Shayk brings global name recognition and a built-in audience of fashion fans who trust her eye, and by shooting it herself, she signals authenticity rather than a polished, agency-directed ad.
For Haikure, tapping one of the world’s most recognizable supermodels is a major visibility play for a brand still growing its global profile. The self-shot format also keeps costs lean while maximizing social reach, that’s the 2026 playbook for fashion brands looking to scale without losing credibility.
There’s also a bigger trend worth watching: supermodels aren’t just faces anymore. They’re creative directors, photographers, and brand partners. Shayk’s “through my lens” framing is deliberate, it tells consumers this is her vision, not just a paycheck. That’s the kind of brand storytelling that lands differently in 2026.
Does a self-shot campaign by a supermodel carry more weight with consumers than a traditional high-gloss editorial or less? Is Haikure positioning itself for a breakout into the mainstream luxury conversation, and is Irina Shayk the right vehicle for that?
