In Chelsea, some retailers were trying to emphasize the style aspect of what they do — even if they aren’t known for clothing. For Equinox — as one of their slogans says — that’s making people look better naked.
“That’s what we’re all about,” said Samantha Feinberg, who runs the gym’s retail store. “It’s not just about looking good, it’s about feeling good too.”
Fashionistas could wander into the gym, at 450 W. 17th Street, and use small handheld machines to measure how much body fat they may be hiding under high-priced clothes.
Appropriately titled ‘Not for the Fashion Weak,’ the event featured discounts on designer active wear at the gym’s retail store.
Personal trainers were also on hand to help advise the stylish on what to do about what’s under their clothes, and masseuses were there to work out any aches and pains from a night of hopping from shop to shop.
“Fancy dresses aren’t our scene,” said Feinberg. “We’re a gym. They don’t mesh well, so we did this.”
Marcy Tate, 22, wandered into the Equinox wearing three-inch Nicholas Kirkwood heels. Later in the night, she wouldn’t reveal what her body fat was.
“It was more than I had expected,” she said. “But I still feel good. I still look good.”
Still, Tate refused to be photographed.
A few blocks away at 177 Seventh Ave., skin and hair care shop Malin+Goetz also held a party where nary a mannequin or model could be found.
“We’re an ancillary part of the fashion community,” said co-founder Matthew Malin. “So this was a good synergistic excuse to have a fun event.”
A steady stream of revelers had packed the modest space since the party began at 5 p.m. Along with wine and snacks, the retailer was offering customers free gifts with a purchase — like travel-sized products.
Rachel Felder, a frequent customer of Malin+Goetz, said a beauty products maker and Fashion’s Night Out were a perfect fit.
“The brand is so chic without being clothing, it’s nice it’s part of the festivities,” she said.
Andrew Goetz, the brand's other founder, agreed.
“We have got it. We have got style,” he said. “Why wouldn’t we have a party?”