Advertising campaigns are one helluva powerful tool, especially when done right and have a real message to share. Have a think about it. What are some of the brands that come to mind with the most incredible advertising campaigns that you can think of? Are they selling shoes? Perfume? Cars? Underwear?
It may be surprising to some, but the new campaigns I look forward to seeing every year are from a gym.
Not just any gym, mind you. These campaigns are produced by Equinox, which is arguably the best gym chain in the world. I mean, where else can you get your ass handed to you by some of the best trainer’s in the world, and then wash your hair with a generous amount of Kiehl’s shampoo and conditioner before enjoying a fresh cold-pressed juice from their fuel bar?
After covering the 2017 Commit To Something and Pride campaigns by Equinox, I’m back today with the exciting 2018 Commit to Something campaign with “Commitment by Equinox”. Shot once again by renowned fashion photographer, Steven Klein, the new campaign features a collection of seven one-of-a-kind luxury products that are inspired by the passion and persistence of some of the most committed organizations on earth. But there’s a catch: Nothing is for sale.
Despite the fact that these items are not for sale, there was no shortage of talent recruited to help create each piece. With help from celebrity stylist, Mel Ottenberg, Equinox commissioned the production of these one-of-a-kind items from some of the world’s most provocative fashion forces, including: Off-White Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta. But these covetable and exclusive items aren’t just about their fashion pedigree, they’re about exploring the real-life stories behind the likes of The Washington Post’s truth-seeking journalists, the gay civil rights pioneers of The Stonewall Inn, marathoner/activist Kathrine Switzer, and more.
See below for more images from the EQUINOX 2018 Commitment Collection and to learn more about the meaning behind each of the 7 products:
1. The Truth Lipstick
2. The Law Suit:
Designed by Eckhaus Latta, and made from case files of lawyer James Thornton, founder of nonprofit ClientEarth who, over four decades, has committed to fighting for the environment because it can’t fight for itself. Symbolizes Thornton’s commitment to solving the greatest challenges faced by our planet.
3. Stonewall Stilettos:
4. The Shades of Humanity:
5. Eau De Blood, Sweat & Tears:
Bottle designed by Rafael de Cardenas/Architecture at Large with a custom scent by 12.29, the fragrance was infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon. Symbolizes Switzer’s commitment to equal rights for all female athletes.
6. The Scrubs Sweatsuit:
Designed by Off-White’s Virgil Abloh, and made from the workwear of dedicated oncologists like those at Memorial Sloan Kettering, who patient by patient, are committed to fighting the war on cancer daily.
7. The Real Camo Jacket:
Designed by Y/Project (Glenn Martens) and made using actual material from the uniforms of four Heroes Project veterans, celebrating our partnership with the Heroes Project. Symbolizes The Heroes Project’s commitment to wounded veterans, who changes lives by empowering and enabling these veterans to climb the world’s seven summits. Materials donated by Charlie Linville (Jacket from his Battle Dress Uniform, including name patch, piece of his boot that he was wearing when he stepped on an IED and lost his leg, piece of rope that went to the top of Everest, belt buckle from dress uniform); Brad Ivanchan (belt when in combat); Carlos Torres (Jacket from his BDU’s, including his name patch); Kionte Storey (Bracelet from when he was in combat)
For more information on Equinox, please visit Equinox.com
(Story by Editor-in-Chief, Gracie Carroll)