Featured Posts

To top
11 Apr

Saul Nash Really Desires to Move Equinox Members With

MOVE IT OR LOSE IT: The London-based menswear designer Saul Nash is giving latest intending to constant motion through a collaboration with Equinox.

Beyond collaborating on limited-run designs that shall be sold online and in select Equinox clubs starting Wednesday, Nash helped develop the “Saul Nash: Creativity in Movement” class. Offered to members in select Equinox locations, the 45-minute experience blends performance art and dance, which is just not a stretch in any respect for Nash.

With maximum mobility key to a lot of his designs, the 30-year-old creative routinely bridges performance, dance and fashion along with his presentations, and has been known to indicate his creations in motion through choreographed performances. Outside of the style realm, he’s choreographed music videos for Justine Skye, “ShyGirl,” Neneh Cherry and others.

The Equinox partnership is latest terrain for the designer and Equinox, which is thought for its style-minded promoting and social media, and its slick, understated clubs.

Looking for a latest collaborator last 12 months, Equinox’s vp of retail Annie Walters suggested finding someone with roots in movement for a 360-degree engagement for the brand, Walters said. Relatively than narrow the search to the energetic space, the outlook was geared for the approach to life space and the mission was set. After weeding through loads of emerging brands, the team discovered Nash, she said. “Once we spoke with him, we knew this was a man this 12 months. His product is fabulous. This past 12 months was a very pivotal one for his brand.”

In 2022, Nash won the International Woolmark Prize and the Queen Elizabeth II award for British Design. To lift Nash’s visibility with its members, Equinox had him partner with its group fitness team to assist craft the category. The heartrate-raising experience “is just not like anything that we now have ever offered at Equinox,” Walters said. It’s going to be offered in select clubs including London for a few month, and Walters called it “a differentiator.”

The unisex collection features gilets and knitwear including tank tops and quarter-zip tops. Retail prices start at slightly below $100 for a top, and outerwear averages between $350 and $500. Once the gathering is sold out — that’s all folks. But Equinox already sees potential opportunity to partner with Nash again.

The collaboration marks the primary time that equinox ahs taken such an all-encompassing approach.

This all-encompassing approach is a primary for Equinox, a 108-unit global operation, having integrated a retail endeavor with input from group fitness, creative and marketing. Some Equinox executives traveled to London to shoot a video with Nash that shall be splashed on the corporate’s social media channels and promoting. It was directed by Equinox’s executive creative director Will Mayer and the Italian image maker agency Scandebergs. The designer’s “kindness, openness and eagerness to see how all the pieces could come to life” floored Walters, she said. “I even have never worked with such an open soul, who took all of that is and said, ‘Yes, let’s make something wonderful together.’”

Nash touched down in Recent York last week to go to the fitness-loving operation’s Hudson Yards primary studio and its towering home office overlooking the Hudson River. For Wednesday’s launch, Equinox will flag the collaboration on social media, its home page and thru email outreach. An assortment of video posts will play out over the subsequent month. Nash said, “It’s really exciting to partner with Equinox and have the opportunity to explore the brands core principles around movement.”

Although Equinox shoppers gravitated toward core essentials in the course of the pandemic, they’ve shifted to more fashion-forward and lifestyle products, whether that be for travel or on a regular basis purposes for the past three quarters, in accordance with Walters. “Anything that takes you from the studio to the road has been an enormous opportunity. That’s the reason this is basically a vital time for him to launch with us,” she said.

Equinox shall be expanding within the months ahead with a club in Recent York City slated to bow in late summer and a second Washington, D.C. outpost is within the works on Wisconsin Avenue.

Recommended Products

Beauty Tips
No Comments

Sorry, the comment form is closed at this time.