Equinox Taps Steven Klein for Controversial Campaign

Joanna Elizabeth

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Published January 6, 2016

An image from Equinox's 2016 campaign showing an activist
An image from Equinox’s 2016 campaign showing an activist

Fitness brand Equinox is not afraid to broach controversial topics. And with its 2016 campaign, the brand has tapped fashion photographer Steven Klein to shoot seven scenarios with themes like sexuality, breastfeeding, activism and spirituality.

Related: See 10 Controversial Magazine Covers

Using the tagline ‘Commit to Something’, model Lydia Hearst can be seen breastfeeding two babies while sitting at a restaurant in one image. While another, depicts an orgy of sorts with half naked models posing on a large bed.

As expected, people reacted strongly to the images. About the breasfeeding photo, one Twitter user named Melissa expressed her support, writing, “Love this ad! Breastfeeding and fitness require strength, commitment, and support! Thank you for normalizing breastfeeding!”

A model breastfeeds two babies in Equinox's 2016 advertising campaign
A model breastfeeds two babies in Equinox’s 2016 advertising campaign
Equinox 2016 campaign
Equinox 2016 campaign

However, others were not so keen on the idea. “[W]hat the heck does this have to do with fitness or motivation?” a user named Arnold voiced.

About the advertisements, Carlos Cecil, Equinox’s CMO says, “Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want. It’s not just about fitness – it’s about life. The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking.”

Equinox 2016 campaign
Equinox 2016 campaign
Equinox 2016 campaign
Equinox 2016 campaign
Equinox 2016 campaign
Equinox 2016 campaign
An image from Equinox's 2016 campaign photographed by Steven Klein
An image from Equinox’s 2016 campaign photographed by Steven Klein

Flashback – Equinox 2015 Campaign

equinox-2015-ad-campaign-photos03

By comparison, Equinox’s 2015 campaign was rather tame. Using the slogan, ‘Equinox Made Me Do It’, the images depicted parents of two crying babies and a model with a parachute. Nonetheless, no one can accuse the fitness chain of being uncreative with their advertising concepts.

equinox-2015-ad-campaign-photos02


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