Are You Skinny Fat? Equinox Asks

This is a new controversial ad campaign started by Equinox. Who or what is Equinox and why does it feed on controversy? Equinox is a high end fitness center based in New York. In January 2012, they released images from an ad campaign which perplexed gym goers and not just them. It involved non traditional fitness advertising photographed by a very controversial character also known as Uncle Terry.

And because the dust has somewhat settled on that campaign, Equinox is reclaiming his place in the spotlight with a new question: Are You Skinny Fat? While the slogan can appear as slightly illogical, they figured out a way to forcefeed logic into it: by measuring the fat percentage in the global body mass. Otherwise known as “normal weight obesity”. Sounds catchy, huh? Means that not only should you worry about the numbers when it comes to your weight. But also about the quality of that particular weight.

Now: it may be too early for me to think about skinny fat, and surely a high end fitness center won’t make me reconsider the way I look at my body fat. What they want to sell, in the end, is basically the same thing: eat healthy and train regularly. There’s no revolution there. (however, if you want to know more about Equinox and their Skinny Fat thingie, head on here. Their website is full of healthy wisdom. yawn! Now excuse me while I go flex my muscles and scoop out the chocolate from that pantry top shelf – this skinny fat thing’s got me confused, I need my sugar levels back to think straight).

The first second I laid eyes on this cover, I was perplexed. And I’m certain this is one of those pictures that just won’t grow on me. As much as I love Doutzen Kroes, Vogue Paris April 2012 has it all wrong!

Doutzen looks like David Sims didn’t plan to take her picture but to scare her completely, her hair looks like styled by the stylist’s mad cat and her outfit was pre – arranged by Riccardo Tisci when he presented the Givenchy Spring Summer 2012 collection. Where’s the inspiration? Where’s the fashion revolution and the style Bible paragraphs we’re supposed to bow down to? Oh, and is that a bottle hanging on the necklace around her neck?

If you’ve followed closely, then you already know that sport – ish is one of the main trends to follow this spring summer 2012 season. It’s all about being comfy, after all.

The Italian shoe label Superga has joined forces with Ashley and Mary – Kate Olsen’s fashion brand The Row resulting in a limited edition luxury sneakers. They look like Superga only they cost like The Row! With prices ranging from $190 to $250, The Row’s sneakers come in many shades of gray (blue, black and even white) and they’re made of linen and cashmere. Pretty fancy, huh? (more images after the jump!)

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When we talked about Bar Refaeli’s lingerie project a couple of days back, I realized she was mainly doing underwear modeling and so here she is, doing what she does best: showing her beautiful (normal, curvy) body in a new ad campaign. (no, it’s not for her own line, although I’m really curious to see how Under.me turns out.)

Passionata Spring Summer 2012 with Bar Refaeli is one of those enchanting campaigns you just love staring at. Even if you’re not a man. Because Bar is lovely, the lingerie is exquisite, and the pictures are playful, sunny and joyful (although based in the studio and not under the sunny skies). If you don’t take my word for it, just convince yourself and hit the jump to see larger images! (or click here for the gallery!)

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Wow! Talking about next generation advertising! The notoriously clothing company GAP (one of my favorite labels too) has engineered a new marketing approach. As if strategic planning for relevant ad posters placements wasn’t headache enough, meet the geo – fencing bug!

In short: whenever you were in the proximity of a Gap advertising poster and you browsed the internet on your mobile phone (or even played a game), the embedded geo pinning technology enabled Gap to localize and transmit advertorial messages on your device. Because, they say, it motivates customers to visit stores! (do you think it’ll have the same effect on you? Or you find this new geo tech thing too intrusive?)

Although he was adamantly against celebrity perfumes last year, Adam Levine is ready to launch a perfume of his own. Adam, who is becoming more and more famous due to his participation as a judge in the immensely successful TV Show “The Voice” has teamed up with ID Perfumes, the same company responsible for Katy Perry’s perfumes and scheduled his own scent launch for May 2013.

Adam Levine’s perfume is called 222. Because it’s his lucky number. And although, as a complete professional, he didn’t reveal anything more about the fragrance, he assured everyone that “It’s going to be cool”. Phew, you took a great weight of me mind, Adam! (I’m sure the perfume will be just as tasteful as Adam himself, the picture below speaks for itself. Image found here)

If you’re not into the 60s groove and Estee Lauder’s Mad Men makeup collection doesn’t make your skirt fly, maybe you’ll consider a touch of Vera Wang? Her makeup collection for Kohl’s will be available in stores this April.

Part of her Simply Vera Vera Wang collection from Kohl’s, the cosmetics are said to not just beautify your, but also to take care of your skin. With prices from $16,50 to $39,50, Simply Vera Vera Wang cosmetics range (which counts 74 items) can be considered simply successful (pretty much like anything else Vera).

Counterfeit? Maybe. Blatant inspiration source? Possibly. The movie posters industry is pretty much as interesting as fashion ad campaigns. Sometimes. Because they’re pretty much the same thing: a representative image meaning to recall the original they’re referring to. The Atlantic Wire will raise your eyebrows with these images of Hollywood movies posters (The Ides of March, Valentine’s Day) vs. Chinese movies posters. Funny, huh?