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Equinox — 'Commit to Something' Campaign
With the New Year in full swing, let the resolutions begin! In a new campaign, lensed by noted fashion photgrapher Steven Klein, Equinox wants to inspire you to go "all in" in a series of portraits addressing socially relevant issues including activism, sexuality, lifestyle choices and women's rights.
"It is the responsibility of advertising to communicate modern times and social issues," Klein said. "This campaign addresses today's issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative."
Klein shoots Lydia Hearst unapologetically breastfeeding in public, Bianca Van Damme (Jean-Claude's daughter) taking a stand for her cause and a male-cheerleading champ (played by MMA fighter Alan Jouban) just living his life and looking jacked doing it, among other striking images.
Whether you're re-dedicating yourself to working on your fitness in 2016, or you're just not about that gym life, the campaign will leave an impression. Check it out in the gallery.