April 6, 2018
NORTH AMERICA–Luxury fitness company Equinox, in collaboration with Wieden + Kennedy New York, has unveiled a seven-piece luxury goods collection, called Commitment, A Collection by Equinox.
The exclusive collection was curated by stylist Mel Ottenberg and features designs by some of the leading names in fashion including Off-White's Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta.
A nod to Equinox’s famous “Commit to Something” campaign, the new line was designed to subvert the idea that luxury can be swiped and bought. The line includes “The Truth Lipstick,” made from blank
newspapers; a perfume called "Eau de Blood, Sweat and Tears,” which infused with the DNA of activist Katherine Switzer; “The shades of Humanity,” which is made from the camera lens of 2016 Instagram photographer of the year, Ruddy Roye; “Stonewall Stilettos,” which were made from
"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 potential," says 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."
The Commitment Collection is not for sale. Throughout 2018 several items from the collection will be auctioned off with proceeds donated to non-profit 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.
The products will also be displayed in select Equinox club windows nationwide.
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