Equinox’s Commitment, A Collection campaign is bringing together some of the most celebrated and sought-after forces in fashion, including Off-White designer Virgil Abloh, CR collaborator and photographer Steven Klein, Helmut Lang provocateur Shayne Oliver, Y/Project, and Eckhaus Latta. The collection, shot by Klein, features seven one-of-a-kind luxury goods inspired by influential social and political movements, including the Stonewall Riots and The Washington Post‘s hard-hitting journalists. One major catch? None of the items are for sale.
The campaign aims to challenge typical conventions of luxury by auctioning off items from the collection with proceeds going to worthy causes, including Memorial Sloan Kettering Cancer Center and The Heroes Project, which fundraises for wounded war veterans.
Items from the collection incorporate unique elements from the social causes to which they promote. For instance, the Stonewall Stiletto, designed by Oliver, was made from actual black pleather from the benches at The Stonewall Inn, the site where the modern LGBTQA rights movement began. The Scrubs Sweatsuit, created by Abloh, was inspired by the workwear worn by the oncologists at Memorial Sloan Kettering Cancer Center. Meanwhile, the Truth Lipstick, designed by stylist Mel Ottenberg, contains blank newspaper pages from The Post and is meant to symbolize free press and the legacy of journalistic integrity at the paper.
“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,” said Vimla Black Gupta, chief marketing officer of Equinox.
Equinox’s Commitment, A Collection launched on January 2, 2017 and the products will also be displayed in select Equinox club windows.END
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createdAt:Fri, 22 Dec 2017 14:40:28 +0000