• Wed, Jan 4 2012

Terry Richardson’s Sexy Ads For Equinox Gym Spark Controversy

It wouldn’t be a new year without a new Terry Richardson scandal and thankfully the controversial lensman has delivered: Richardson has shot a few recent campaigns for Equinox–a luxury gym headquartered in Manhattan–and people are angry about them. Typically, we’d assume it’s because someone found his blown-out images of tired-looking thin people too… boundary-pushing, but this time, the photos aren’t actually scandalous on account of supposed sex appeal.

Can you guess?

Take one more look…

…People are angry because the models are too thin, i.e., they don’t look like people who would attend (or “could actually survive”) your average class at Equinox. A few Equinox members have taken to the brand’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 muscle on the ladies next time around? The Nike ads are great examples of strong, fit women!

And, more in line with every other Richardson controversy:

Another couple million spent on the degradation of women. Good work fitness guys.

Equinox has a history of hiring fashion photographers to shoot campaigns (Steven Klein, Ellen von Unwerth) and part of maintaining the image of a sexy, aspirational luxury brand is sexy, aspirational advertising. Also, as far as models go, these aren’t even the frighteningly thin variety. Still, do you think–as a gym–Equinox should be promoting fit women of different body types? It’s not like willowy 5’10” white women are the only ones in shape.

(Fashionista)

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  • Hot momma

    So sex sells? Yes. However, when this picture is placed directly I front of the “kids club” at Equinox I have a big problem with it. Put it in locker rooms or strategically throughout club. But to have my 8 year old boy and 5 year old girl having this picture staring them in the face is scandalous. What does it mean Mommy, “Brain Power”? Which is written under the photo? C’mon Equinox, have some taste, at least a little, if you are going to use these advertisements, please don’t put them under the nose of our children. I’m by no means a prude, but seriously????