Photographer Steven Klein, who you know from his NARS holiday collection or this shoot with Kylie Jenner, has brought his freaky cool aesthetic to Equinox’s latest ad campaign. Each image – a woman breastfeeding in public, a lady surrounded by cats, a field full of muscle-y men with great hair – encourages people to “commit to something.” (Since it’s the fourth day of the new year, here’s a reminder that the thing you probably agreed to commit to was the gym. Should have picked cats.) Other highlights from the campaign included mixed martial arts fighter Alan Jouban as a male cheerleading champ (pretty hurts, guys), Bianca Van Damme (Jean-Claude’s daughter) as an activist with amazing curly hair, and model Lydia Hearst as a young mom with an expertly-applied oxblood lip who does not at all care if you aren’t on-board with breastfeeding. 

See more campaign images below. 

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