Equinox launches "Commitment" campaign with designs from Virgil Abloh, Shayne Oliver
Equinox has launched "Commitment, A Collection by Equinox", a seven-piece collection of luxury goods including beauty and apparel items. Contributing designers include Virgil Abloh and Shayne Oliver.
The collection is designed to reflect Equinox's marketing campaign message which urges customers to commit to going to the gym and leading a healthy life. The collection was curated by Mel Ottenberg who also designed the lipstick case for the collection's Truth Lipstick.
Each piece relates to a social cause that is aligned with Equinox's corporate partnerships. Eckhaus Latta designed the piece called The Law Suit, Shayne Oliver used pleather to design Stonewall Stilettos, and Off-White's Virgil Abloh designed a Scrubs Sweatsuit.
Ottenberg said, "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."
Vimla Black Gupta, Chief Marketing Officer, Equinox Fitness Clubs said, "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."
Equinox will promote the collection on its social channels but the items themselves will not be for sale to the public. Each piece will instead be auctioned off and the profits will go to nonprofit organizations related to their creators and the causes they represent.
Equinox has 92 premium health clubs in the US as well as London, Toronto and Vancouver. Beginning in 2019, the lifestyle brand will launch Equinox Hotels which are designed to cater to the high-performance traveler.
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