On 14 February 2011 episode of the Late Show with David Letterman, it was revealed via Billboard that Irina Shayk was the covermodel for the 2011 Sports Illustrated Swimsuit Issue. This was the fifth time she has been featured in the magazine, but the first time she has been on the cover. She is the first Russian to appear on the cover. Shayk became the face of swim label Luli Fama’s 2011 advertising campaign and look book.
She also appears in the John John Denim ad campaign. In 2011 she covered magazines such as Tatler Russia, Twelv, Cosmopolitan Spain, GQ Mexico, Glamour Spain, Amica Italy and appeared on the covered of Elle Spain, the special edition for Christmas. She also worked for many brands like Rampage, replacing Bar Refaeli, Replay and XTI. She ranks 14th in the “Top 20 Sexiest Models” list on Models.com. The same year she was voted “Sexiest Woman In The World” in the Hungarian magazine Periodika.