Lydia Hearst is turning heads with a new ad campaign.

The model appears in a new ad for fitness company Equinox. Behind the slogan “Commit to Something”, Hearst can be seen breastfeeding two babies.

Check it out:

#CommitToSomething… @Equinox https://t.co/Q4V49AUveV pic.twitter.com/1Ytxw1B0q2

— Lydia Hearst (@LydiaHearst) January 4, 2016

Hearst, a model and actress, is the great-granddaughter of publishing giant William Randolph Hearst. She’s been engaged to Nerdist‘s Chris Hardwick since 2014.

“The breastfeeding image is my favorite in the campaign. Lydia is absolutely striking and projects the bold spirit of personal commitment. She and Steven Klein went for it and beautifully captured the idea. Whether it’s breastfeeding in public, or other socially relevant issues, this campaign is simply about the importance of commitment,” says Carlos Becil, Equinox Chief Marketing Officer.

What do you think of the ad campaign? Striking, huh?