For Alala’s latest campaign, the activewear brand steered clear from featuring a traditional actor, model, or influencer. Instead, founder Denise Lee tapped 90-year-old Upper East Sider Blanche Beckmann, an Equinox Greenwich regular who takes a weekly atonement bootcamp class with Alala’s design director. Blanche works out four days a week at other gyms across the city, following her favorite teachers to different classes. She loves to dance and used to practice modern dance and ballet, but now she’s mostly into cardio sculpt classes. “Everyone says I’m so amazing [to still be working out at my age],” she said, “but the truth is that I love it. I get out of class and I feel so much joy.” Don’t let Blanche’s age fool you—she is far from retired! This New Yorker works four days a week at a real estate firm in Long Island City and loves traveling with her best friend. #Goals
The campaign comes out today in celebration of International Women’s Day. “Alala women come in all different ages and sizes and I hope through being able to tell some of Blanche’s story, we can inspire women to keep taking care of themselves and to live life to the fullest as Blanche does,” said Lee. “Not only is she physically fit, but she’s as sharp as a nail and we had such a wonderful afternoon laughing along with her stories.”
