The island of La Palma has been transformed into the main set for the filming of El Corte Inglés' new 2026 summer campaign. Supermodel and actress Irina Shayk is the protagonist of this initiative, which aims to project a calm and sensory image of summer, far from mass tourism. The volcanic nature, the Atlantic Ocean, and the lushness of the Palman laurel forests serve as the backdrop for the proposal, which is already being broadcast nationally.
The campaign, launched under the slogan "La isla bonita" (The beautiful island), integrates Shayk's figure into landscapes that combine the force of the sea against volcanic rock and the serenity of the forests. Notable locations include Porís de Candelaria in Tijarafe, a unique fishing village beneath a volcanic cave; the Los Tilos forest in San Andrés y Sauces, with its waterfalls; and the coastal area of La Bajita in Villa de Mazo.
The Cabildo de La Palma, through its insular president Sergio Rodríguez, has highlighted the island's capacity to host top-tier projects, emphasizing the professionalism of the local audiovisual sector. The filming, which took place on April 7, 8, and 9, mobilized nearly a hundred people and presented a logistical challenge due to the difficult access to some locations.
Berna Sacristán, founder of the production company ShootCanarias, points out the growing demand for the Archipelago as a destination for major fashion brands, thanks to its climatic stability, landscape diversity, and technical capabilities. The involvement of local professional talent, including companies and specialists from La Palma in production, wardrobe, makeup, and catering, has been key. Jonathan Díaz from Diazar Atelier and Marta González, who participated as an extra, have praised the economic diversification opportunity and the island's welcoming nature.
The "Summertime 2026" campaign not only has an immediate economic impact but also serves as a global showcase for La Palma. The presence of Irina Shayk and the national media dissemination reinforce the island's image as a unique tourist destination, positioning it as a competitive natural film set within the audiovisual industry.
