The One Direction star has released his first fashion collection with the popular menswear brand this week, and it features an array of streetwear must-have’s.
The singer-songwriter’s debut capsule collection with the German fashion brand HUGO, which is a part of the HUGO Boss family, launched this week during the Berlin Fashion Week celebrations.
The collection includes a total of 10 pieces, offering t-shirts, track pants, jackets, and accessories, all of which are inspired by the singer’s personal style. The pieces emphasise the casual cool and clean lines that stay true to the brand but also feature Liam’s own personal touch. Some of the pieces even include a chevron inspired by one of Liam’s earliest tattoos.
Back when Liam was announced as the brands global ambassador in early May, he said: “I knew if I wanted to do something in fashion it should be with HUGO. They design clothes that guys like me want to wear. Fashion started out as a hobby for me, but I’m loving being part of the creative process.”
“Liam is not only a very talented musician, he’s also got great style”, says Peter Deirowski, Brand and Creative Director for HUGO. “This type of creative partnership is something we’ve never done before and we can’t wait to show everyone what we’ve been working”.
Later this year, Liam is set to appear as the new face of HUGO Bodywear in a campaign conceived to embody the confidence that the singer represents. This is the first partnership of its kind for HUGO, a brand whose DNA is closely linked to popular culture – especially music.
The HUGO x Liam Payne collection is available now in-store and online.