Vancouver’s Equinox fitness club is kicking off 2017 with a new campaign that you definitely won’t find in any other gym in the city.
Images shot by world-renowned fashion photographer Steven Klein will appear in the club’s Vancouver location as well as 85 other locations around the world.
The images address issues regarding gender identity, the cultivation of cannabis and a woman’s decision to embrace a new perspective on beauty after a double mastectomy.
The 2017 “Commit To Something” campaign, “revolves around the notion that what you commit to is who you are. It dares viewers to take stance and look inward, even if it’s uncomfortable,” Equinox said in a release.
The new campaign looks like something you would find in Vogue. But with Equinox’s stylish reputation, it’s not surprising they include a high fashion element to their facilities.