Equinox, an upscale health club chain with outposts in New York, Dallas, Chicago, California and the East Coast, is making waves with its members after unveiling some new campaign images. The chain has a history of shooting "fashion-y" ads: Past photogs include Gilles Bensimon, Ellen von Unwerth, and Steven Klein. Terry Richardson shot the gym's last two campaigns, and his most recent one is stirring up some ire from gym members.
The shots are done in typical Terry style--one is supposed to look like a "post-coital" couple. You get the idea. However, it wasn't the sexy thing that annoyed Equinox's members--it was the models. They took to Equinox's Facebook page to complain:
"Why did all of the models have a runway physique? Equinox is promoting health and fitness, so I would like to see some healthy and fit women on their ad campaigns who look like they could actually survive a typical Equinox class.. Can we maybe see a little bit if [sic] muscle on the ladies next time around? The Nike ads are great examples of strong, fit women!"
"Fit is the new skinny!"
"Another couple million spent on the degradation of women. Good work fitness guys."
Do these girls look "too" skinny to you? Much like Karlie Kloss in those Vogue Italia photos (which popped up on pro-anorexia sites), the girls are undoubtedly thin--but they have some definition. The Equinox location in Soho is overrun with models, and many of them I've seen there are a LOT thinner than these girls.
What do you think? Are they appropriate shots for a gym campaign?
Photos: Terry Richardson/Equinox