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Equinox unveils "Commitment, A Collection by Equinox"

By Kristopher Fraser

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Fashion

Lifestyle and fitness enterprise Equinox has unveiled a new take on its "Commit To Something" campaign with "Commitment, A Collection by Equinox," featuring seven one-of-a-kind luxury goods inspired by the passion and persistence of several people and organizations.

Commitment, A Collection by Equinox was conceived to subvert our typical perceptions of luxury. The catch? Nothing is for sale.

Designed by many notable designers including Off-White's Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta, the products explore the real-life stories behind The Washington Post's truth-seeking journalists, the gay civil rights pioneers of The Stonewall Inn, marathoner/activist Kathrine Switzer, and other high-profile people and organizations.

"The concept of commitment is central to the Equinox mission, and we proudly celebrate it every day as we empower each member of our community to maximize their own personal potential," said Vimla Black Gupta, chief marketing officer, Equinox Fitness Clubs. "We're living in a time where commitment has become a relative rarity, so the stories we're sharing as part of this year's campaign feel especially important as a catalyst for inspiring others to accomplish their own goals—both inside and outside the four walls of our clubs."

"As a brave brand, this year's campaign pushes well beyond two-dimensional images to create deeper, narratives around the world's most valuable resource—but nothing is as it seems," said Elizabeth Nolan, Equinox executive creative director. "'Commit to Something' has now evolved from a provocative idea into a cultural movement, so we're inviting audiences on a meaningful journey to challenge their own definitions of luxury and its significance in their lives."

Throughout 2018, several of the items from the collection will be auctioned off, with proceeds donated to nonprofit organizations of importance to the people and organizations behind each, including Equinox's longtime charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project. In some cases, donations have been made to these organizations on Equinox's behalf.

The items include The Truth Lipstick designed by Mel Ottenberg, The Law Suit designed by Eckhaus Latta, Stonewall Stiletto designed by Shayne Oliver, The Shades of Humanity designed by Adam Selman, Eau de Blood, Sweat & Tears designed and bottled by Rafael de Cardenas, The Scrubs Sweatsuit designed by Virgl Abloh and The Real Camo Jacket designed by Y/Project.

"I was really inspired to work on the Commitment project with Equinox this year," said Ottenberg, who curated the collection's designers. "The commitment stories we worked with were so interesting and varied, and to be able to create different products with some of my favorite designers was such a fun and rewarding challenge."

Beginning on January 2, Commitment, A Collection by Equinox will also appear on Equinox social channels featuring stories behind each of the products and using the hashtag #committosomething. The products will also be displayed in select Equinox club windows nationwide as a nod to luxury retail shop displays.

photo: via PR Newswire
Equinox