ULTRA-MODERN – An almost sci-fi setting, impeccable cuts and futuristic eyewear – this is what the HUGO campaign for the Fall/Winter 2014-15 season is all about. Shot in the Vasquez Rocks Natural Area Park and taking full advantage of its sharp rock formations, the images come off as clean, cool and almost surreal.

But if we take a moment to think about what HUGO stand for, it all makes sense. HUGO by Hugo Boss offers a more progressive interpretation of the brand, characterized by the same sharp tailoring and craftsmanship, but with a creative, young and graphic twist. The result is a very well defined, individualistic approach which is underlined by the “Tech Nation” tagline.

And when we look at the images, it’s all there. Both men’s and women’s garments are young, cool and even functional. The impeccable cuts and sharp styling is still present, but the vibe is completely different. Shot by photographer Pierre Debusschere and stylist Tom van Dorpe, the images are mesmerizing, to say the least.

Sadly, the women’s eyewear is not pictured in the campaign. Instead, 2 pairs of men’s eyewear made the cut. Modeled by Tim Schuhmacher, the optical frames look striking: a black frame and straight lines give off that classic-meets-contemporary vibe that is so hard to achieve. At the other end of the spectrum, the sunglasses have a much more athletic vibe, bringing rimless, colorful lenses into the mix. The frame itself is quite minimalistic and futuristic, marking a continuous line across the eyes and extending only along the nose. No doubt, this is the perfect eyewear to complete these modern and sharp outfits.

Take a look at the eyewear and more images from the campaign in the gallery above.

Photos via collections.hugoboss.com