Equinox Gym Causes A Stir With Latest Campaign

Mimi ON Jan 04, 2013 AT 12:09 pm

We’re suckers for a beautiful ad campaign. And yet, the latest from American super-gym Equinox, is causing something of a stir in the Beauty and the Dirt office, and we don’t mean by getting us up and moving.

But rather this year’s Terry Richardson-shot campaign “By Equinox” has outraged the gym-goers amongst us. Not because of the provocative images – which in true Richardson style, show stunning models in luxurious surrounds in the throes of some rather erotic, intimate and evocative activities. But rather, because of the models cast, none of whom appear to display any form of health or fitness prowess. Undoubtedly the male models featured are incredibly ripped. But the women’s bodies appear to be more akin to those of high-fashion models than the fitness models that appear in other sports or health advertising for brands such as Nike, Adidas etc.

Focus, By Equinox

Playing off the tagline: It’s Not Fitness. It’s Life. Equinox’s aim is to celebrate the human body and its ability to live without limitations thanks to the experience the gym offers its members.

 Whilst we love the images, we’re not sure that high-fashion shots are quite as fit-spirational as we’d like, they don’t quite have us itching to go lift weights, squat or lunge our way to a strong, fit body.  We’d love to know your thoughts on these ads. Do they make you want to go sweat – in a gym we mean!? Let us know on Twitter @beautyanthedirt

Equinox, 99 Kensington High Street, Kensington, W8 5Sa, Equinox.com

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