01/31/2014 | Fashion
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03.02.2014 | Fashion

CONTEMPORARY ELEMENTS

The magnificent backdrop of the American salt desert was the stage for the new 2014 HUGO Spring/Summer campaign.

The HUGO Spring/Summer 2014 campaign was shot at the yawning crater of a dry lake in the vast salt flats of the American West. Temperatures nearing 90°F in the shade, a blazing sun and seemingly endless horizons created a truly surreal atmosphere. Art Director and photographer Pierre Debusschere deployed a gargantuan polarized mirror that reflected a shimmering rainbow of colors in the slowly shifting light, reinforcing the sense of infinite space. The nuanced shades of blue in the HUGO looks harmonized perfectly with the homogenous desertscape, while an electrifying red suit added an exciting contrast.
The two-day photo and film shoot at this extraordinary location posed a unique challenge for models Kasia Struss, Caroline Brasch Nielsen, Andrew Westermann, Victor Nylander and Sung Jin Park.

Pierre Debusschere’s virtuosity in video matches his prowess in photography. Time and again he has harnessed cutting-edge technologies to compose fresh, innovative images. His visuals feature regularly in magazines such as VOGUE Homme Japan and Dazed & Confused.

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