What happens when our fave fitness club creates a luxury fashion line with Rihanna’s stylist? Pure magic, that’s what. Commitment, A Collection by Equinox features seven one-of-a-kind products curated by Mel Ottenberg and inspired by some of the most compelling individuals and organizations on the planet. Items include The Truth Lipstick, formed from blank newspaper pages from The Washington Post, representing their dedication to journalistic integrity; Stonewall Stilettos crafted with pleather from the banquettes of the Stonewall Inn, symbolizing early activists that fought for LGBTQA rights; and Eau De Blood, Sweat & Tears, a fragrance infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon. So where can you purchase the collection? Well, that’s kind of the point. Nothing is for sale because commitment can’t be bought. If, like us, you’re super intrigued, read on to find out more from Elizabeth Nolan, creative director of Equinox. —Rachel Johnston
What motivated Equinox to create the commitment collection?
We’ve been exploring the idea of commitment as a brand for a few years now. It’s something we feel we can authentically talk about in the world because it defines our members and the way they live every day—not just within our four walls, but also outside of it in every aspect of their life. It’s something they inherently know the value of. As we thought about ways to evolve Commit to Something for 2018 we wanted to bring the idea of commitment to life and turn it into something tangible, to shine a light on real people and real stories that could inspire and engage our members and future members in a new way.
Tell us about the designers. How did they become involved in the project?
We worked with the incredibly talented Mel Ottenberg as curator on this project. His experience and the depth of his relationships in the fashion industry enabled us to partner with some truly visionary people. The great thing about this work is that it treads the line between art and fashion—but at the end of the day it’s all real, it all got made and it all exists—to pull that off you have to work with people who know what they are doing.
Each piece in the collection highlights the of story of an individual or cause. How were these decided?
In every campaign we’ve launched over the past five years we’ve paid deep attention to the mix and breadth of stories we tell. These have run the gamut from the whimsical to the challenging, but ultimately the guiding principle is to share an array of stories that most truly reflect the diversity of our member base. This year is no different and the guiding principle was simply what are the most powerful examples of commitment we can find. We were also able, for the first time, to weave our philanthropic partners Cycle for Survival and The Heroes Project into the campaign which was a very exciting and rewarding moment for us. It means a lot to be able to tell the stories of our deep relationships with these causes in a new and brave way.
Why is it important to recognize that commitment can’t be bought?
The idea is borne out of the DNA of our members themselves. They show up, day after day, year after year and they work hard. Yes, you’re paying for a membership, but what transforms that membership into results that change lives is pure commitment and hard work—and there’s no price tag you can put on that.
share:
Be the first to comment