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.

No partridges in pear trees: These 10 days of Christmas are LUXE!

Not only has the Bethesda-based luxury PR, marketing and events firm, BrandLink DC, changed the face of the area--glamming it up and bringing fashion, fun and style to Bethesda (think the Front Row runway show) and DC (think W Hotel)--now the company is literally sharing the wealth. And what do you have to do to enter the BrandLinkDC Luxe Holiday Giveaway? LIKE THEM ON FACEBOOK. That's it. You're probably on right now anyway; go to their page, hit "like" and get yourself eligible to win the following LUXE gifts! (I'm gunning for the R.Nichols stationery giveaway on Thursday--LOVE him.)

Prizes to date (as of 12/9/10)

Monday, December 13: W Washington D.C.

Beach Bums & Bellinis Istanbul: Yoga and Brunch passes (2) for December 19

515 15^th Street NW, WDC, 202.661.2400, www.wwashingtondc.com

Tuesday, December 14: one80 Salon

$150 plus Davines Authenic shampoo & conditioner

1275 K Street NW, WDC, 202.842.9113, www.one80salon.com

Wednesday, December 15: Room & Board

$100 gift card

1840 T Street NW, WDC, 202.783.8200, www.roomandboard.com

Thursday, December 16: R. Nichols

$100 in fashionable notecards

www.r-nichols.com

Friday, December 17: bliss spa

“Shoppers Delight” new 30-minute leg massage

515 15^th Street NW, WDC, 202.661.2418, www.blissworld.com

Monday, December 20: Ginger

$100 gift card

7114 Bethesda Lane, Bethesda, 301.664.9242, www.gingerstyle.com

Tuesday, December 21: Equinox

24K Gold Facial from The Spa @ Equinox ($160 value)

4905 Elm Street, Bethesda, 301.652.1078

8065 Leesburg Pike, McLean, 703.790.6193, www.equinox.com

Wednesday, December 22: Hanky Panky

Hanky Panky Gift Pack

www.hankypanky.com

Thursday, December 23: popchips

Case of popchips

www.popchips.com

Friday, December 24: Gilt Groupe

$100 gift card

www.gilt.com

The Mothership Has Landed--Equinox grand opening today

Have you even gone inside a five-star hotel and wished you never had to leave? That's the way I felt when I toured Bethesda Row's brand-new Equinox gym. Sure, there are 20 specially trained and certified trainers, tons of of cardio equipment and weights--with huge windows overlooking downtown--and even a serene yoga studio (complete with mats, blankets and blocks). Oh yeah, and a Cadillac, reformers and chairs for Pilates. And, there is a full roster of innovative classes--including the functional training "Whip It" and Tabata. Exercise, schmexercise you might say. But, there's more! Like a dry-cleaning service (hello!), retail shop stocked with activewear, childcare at $9 for two hours (seriously? in Bethesda??), eucalpytus-scented chilled towels, filtered water, and lots and lots of gorgeous tile (my fave). Initiation is just $19 till the end of September. Here's a sneak peek at some of the details we love to love:

Tiled wall

Women's showers
stocked with Kiehl's

Childcare

tile detail from pool room

pool