Sunday, January 9, 2011

This Equinox is hot!

Confidence! Balance! So are the terms redefined by fashion photographer Terry Richardson in Equinox gym's new ad campaign. When new Chief Marketing Officer Cie Nicholson came on, Terry Richardson's "gritty" fashion shots entered the scene. The press release says "...the goal of the new 'By Equinox' campaign was to blur the lines between fashion, fitness and lifestyle by capturing intimate moments that reveal the benefits of fitness without overtly focusing on the act itself." Um, yeah, those benefits ultimately do accrue. Really, folks! Hot doesn't happen in a flash (excuse the pun). But strong does have its rewards. Richardson has shot for icons like Gucci, Lagerfeld, Miu Miu and Chloe and his fashion savvy makes it clear that sweating it out in the gym can have a more glam counterpart.

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