She's often stripping off to her underwear for modelling campaigns - which makes sense when you're promoting lingerie. But going topless to sell a pair of shoes is another story.
But the advertising department for Spanish brand XTi obviously know that sex sells, and got Irina Shayk to do just that.
The 26-year-old only a pair of tiny white shorts, holding a pair of red flip flops over her chest to protect her modesty.
In another publicity shoot for the brand, she can be seen kneeling on a chair, wearing a tiny pair of denim cut-offs and a short-sleeved shirt tied above the waist to reveal her trim stomach.
The model has been dating Portuguese football player Cristiano Ronaldo, also 26, since early 2010. In February last year Irina and Ronaldo were reported to be engaged after he apparently jetted from Spain to New York to propose to the Russian beauty on Valentine's Day.