The Summer 2013 campaign for luxury eyewear designer Rims & Goggles is one of the most simplistic and chic photo shoots of the season. Featuring everything from blazers to vests to maxi dresses, this campaign displays looks that are perfect for everyone from beach-goers to fashionable businesswomen.

The most striking aspect of this photo shoot is its blatant minimalism. Instead of using busy patterns, or vibrant color palettes, these ensembles are simple in both design and pattern. However, instead of becoming dull, the outfits' minimalism enhances their chic quality. For instance, one of the ensembles featured is a peach-colored, halter-topped maxi dress. Its sheer fabric and elegantly simple structure complements the model's figure perfectly, making this dress a gorgeously feminine outfit that, with its light fabric and color, is perfect for the heat of summer.

Since Rims & Goggles designs eyewear, it's clear that the minimalism evident in the shoot's outfits is also intended to let the brand's eyewear designs pop out at viewers. Featuring everything from John Lennon-style sungalsses to geeky, thick-rimmed spectacles, these glasses make for the perfect accessories for sleek, business-ready outfits like those featured in the campaign.

This Rims & Goggles campaign highlights the popularity of minimalism in today's fashion industry, proving once again that less is often more.