Equinox Ad Campaign 2013 with Fashion Photographer Terry Richardson
This is the Equinox ad campaign in 2013. Equinox is a luxury fitness company headquartered in New York that has redefined what it means to go to the gym. The club keeps an exclusive, high-fashion image that helps it to maintain quality and prices. No wonder then that they need a great ad campaign to reinforce that image and attract new members.
Terry Richardson was criticized for the ad campaign in 2012 by the Equinox members saying that the models looked too skinny. It seems that the Equinox ad campaign in 2013 actually took the fitness more seriously. After all, fit is not the same as slim and Equinox obviously know it.
The themes of fitness, fun and flirtation are all apparent in the ad campaign. It definitely has the fitness part for the purists.
The concepts are great and the models look fabulous. It’s a great addition to a fashion photography portfolio indeed!
What do you think about the models, photography and the overall Equinox ad campaign for 2013?
7 Comments
Maja
Sidney, your posts always have the best and most original content! I definitely do like this campaign: the models are not too skinny, and although it is a sporty brand, the elements of fashion are very apparent in the photographs. I am a fan 🙂
http://www.themirroronthewall.com/
Sidney
Thanks for your kind words Maja! I am glad you like the content of my blog. I try to keep it interesting! Equinox did have a good ad campaign this time in my opinion. Hope South Africa is treating you well 🙂
OneTwo
Who made the Dress in Dexterity? I want to get it for the wife.
Tina Le
“”Much of the credit goes to Ms. Kosoy, who leads a team of 10 designers in Equinox’s headquarters in the Flatiron district, where they create a brand image that marries sex and sweat, wellness and bad behavior. “It’s not fitness,” the tagline reads, “it’s life.” “”
“I never work out,” Ms. Kosoy said. “I think fitness is a fraud. That’s why I try to make it look like fashion.”
Equinox’s creative director ( Bianca Kosoy) is so out of touch. It’s so very telling that she NEVER works out. The newest Terry Richardson ad campaign is such a turn off and so counter intuitive to why we women work out. Not to live imaginary lives as she might in her own fantasies, but to be truly present in our real lives where we work hard and sweat a lot and go home to our real husbands, real children, real homes and are supported by real friends.
Sure some campaigns that go over in LA and NYC may not go over well in the SF bay area where I live, but I am outraged that Equinox would choose to listen to this women’s vision that is so out of touch with what a majority of intelligent, reasonably minded women with daughters and sons would have them believe about their bodies and their lives. That sex and working out are not one in the same. That we shouldn’t have to hide the computer screen when an Equinox ad pops up because it is TOO RISQUE and indecent. Those ads do not depict the masses of fitness fanatics I know and they are beyond insulting!!!
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