New Offensive Equinox Ad Bound To Start Controversy

skinny fat equinox

Equinox, a luxury gym brand, is known for thinking outside the box of the usual fitness ads by adding some glitz and glam, but their latest may do more harm than good.

The company’s latest print ad (above) displays a skinny model’s body being most covered by a giant red dot that asks, “Are you skinny fat?”

Skinny fat is referring to fat that is deposited in deeper tissues and organs like the liver, which can still lead to health problems like type 2 diabetes and heart disease.

We’re not quite sure if that’s entirely what the ad is implying though. As sources have pointed out, the woman in the picture “hides her limbs behind a giant red circle. She seems ashamed, hardly displaying the self-confidence advertisers have strained to associate with such lithe people.”

We are inclined to agree with that assessment. What is the point of this ad? To make thin women, who are already berated with images of what their body “should” look like in every aspect of the media, to feel as if their figure needs fixing?

We are totally for everyone — regardless of shape, weight, or size — to participate in regular physical activity, but we don’t like this ad’s judgmental tone. Do U?

Mar 12, 2012 4:00pm PDT

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