After winning the "Supermodel 2004" Chelyabinsk beauty pageant, scout Guia Jikidze recommended Shayk pursue a career as a model. In 2007, Shayk debuted in the Sports Illustrated Swimsuit Issue, and has appeared in each annual edition since, working with photographers like Pamela Hanson, Steve Erle, Riccardo Tinelli, Rennio Maifredi, and Raphael Mazucco, and shooting in locations such as St. Petersburg, Naples Grenada and Chile.
In 2007, she became the face of lingerie brand Intimissimi, appearing in the company's catalogs and advertisements, as well as a commercial in 2009. In 2010 Irina Shayk was made the official ambassador for Intimissimi brand In 2007, she also became the face of Lacoste and LaPerla. Her other modeling contracts include Beach Bunny (2009), Guess (2008–2009), and Armani Exchange (2010).
Her magazine covers include GQ Spain, Elle Spain, GQ South Africa, Ocean Drive, Woman Spain, Paris Capital, Jalouse, Annabelle, and Bolero.[1]
In 2010, starred in Kanye West's “Power”, directed by artist Marco Brambilla.
She is ranked 18th in the "Top 20 Sexiest Models" list on Models.com and 1st in the "50 Hottest Russian Women" list by Complex magazine.
In 2010, Glamour Spain gave her the "Best International Model of 2010" award (Spanish: Mejor Modelo Internacional)
At the end of the year she was pictured nude in GQ Spain; however, she claimed that she had never stripped, and that the magazine had digitally altered the images to remove her lingerie.
On February 15, 2011 The Late Show with David Letterman revealed her on a billboard to be the 2011 Sports Illustrated Swimsuit Issue cover girl. This is the fifth time she's been featured in the magazine, but it's the first time she's on the cover as well as the first Russian to do so.
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