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.

Fierce Style Comes to Bethesda

Project Runway designer Christian Siriano brings his fierce style to Westfield Montgomery Mall at 1 pm Saturday, Oct. 3 as part of the Westfield Style Tour. The tour starts Friday at noon with fashion shows, events and activities that go on all weekend. The highlight is Modelinia Style Sessions, during which shoppers can consult with a celebrity stylist to get a personalized look and a "fashion recipe," which details outfit suggestions and discounts. Participating retailers include Nordstrom, Ann Taylor (I LOVE the new looks at Ann Taylor), Banana Republic, Eileen Fisher and Zara. So go, get some amazing free advice, discover your style, pull your look together, and enter to win a trip to NYC Fashion Week in 2010. For more info, check westfield.com.