What Happens When Brands Don't Use Terry Richardson Anymore

Photo: Courtesy of Equinox.
Over the past several years, Terry Richardson has gone from acclaimed fashion photographer to industry-wide lightning rod, thanks to multiple accusations of sexual harassment of models, inappropriate behavior, and all-around extreme sleaziness. In other words, stuff that’s just not okay — no matter your industry. Although a 2013 online petition called for many of Richardson’s high-profile fashion clients, like H&M, Vogue, and Supreme, to stop working with him, “Uncle Terry” continues to pop up in random corners of the industry over and over again.
This summer, Aldo dropped Richardson as its go-to photographer, proving that some companies were paying attention. Continuing this Terry-less trend is Equinox, the luxury gym chain, which ended its multi-year contract with him in favor of the British fashion photographer Rankin, who’s shot everything from Hunger magazine to Nike ads to Azealia Banks videos.
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A few images were revealed this morning on WWD, and they carry on the company's “Equinox Made Me Do It” slogan. According to Equinox, it’s meant to “further explore the consequences of a good workout and examine the feelings associated” with it.
Rather than Richardson’s over-sexed imagery, which included stick-thin, barely dressed models, Rankin’s version is decidedly less racy — but just as attention-grabbing. The portraits feature subjects like a woman with a freshly buzzed head, trimmer in hand, and a man dressed in women’s clothing. It’s proof that you can be provocative and boundary-pushing without being sleazy.
As Equinox chief marketing officer Carlos Becil told WWD, “This campaign embodies that pride and the adventurous spirit that speaks to the idea that it’s about more than just taking risks, it’s about owning the consequences.” Here’s hoping this leads to Richardson accepting his. (WWD)
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