Equinox Hotels and Naomi Campbell Make Fitness an Aesthetic

A little over a month into 2019, many people have let go of their fitness resolutions as busy lifestyles take over. Some might have an expensive gym membership sitting unused, while others might simply feel regret, but Equinox has provided new inspiration by releasing the campaign for their new hotel initiative. With Naomi Campbell as its star, the video is a reminder of the beauty and peace of a healthy lifestyle, which will now be easier to achieve within a packed schedule.

Shot by Nick Knight's SHOWstudio, the campaign follows Campbell on a journey of movement, nutrition, and regeneration. Fitting to many of today's trendy fitness classes, the supermodel meditates, trains, and snacks in an environment filled with colored lights. This makes for a visual feast, but it's also a clear moment of relief as Campbell works on herself away from a busy, oversaturated world.

The Equinox Hotel will open in New York City's up-and-coming Hudson Yards neighborhood this June, aiming to expand the company's reputation beyond fitness and reinvent the concept of a high-performance lifestyle. It promises to be different from other hotel experiences, providing dark, cool rooms, elixir-focused cocktails, and fitness that's more personalized and upscale than the already exclusive Equinox clubs. The goal is to help guests become and maintain their best selves, making Campbell the perfect star since she's just as iconic today—remember the Valentino haute couture show the other week?—as she was in the '90s.

The campaign leaves a lot to discover about how the new concept will look and feel. While guests might have to see for themselves what craft cocktails are on the menu or what exactly a dark, cool hotel room means, they will be surely documenting the experience for the rest of the world to experience on Instagram.