Yes, you’ve heard it absolutely right. It’s official. The 25-year-old famous British singer-songwriter, and the former One Direction member Liam Payne has been announced as the global brand ambassador for HUGO for its new, younger and edgier label. It means that the British singer will be fronting a series of campaigns for the brand. In addition to fronting campaigns for the brand’s bodywear collection, Payne will also collaborate with the label on a capsule ‘Hugo X Liam Payne’ clothing series and their creative director, Peter Deirowski.
The Hugo Boss’s young fashion label Hugo has teamed up with Liam Payne on an exclusive capsule collection inspired by his personal style, i.e. he had a say in creating an apparel line. The HUGO fashion label is inclined towards a more youthful and experimental street-style approach which is different from the HUGO BOSS luxury fashion group. In fact, this is the first-of-its-kind partnership for Hugo and this tie-up aims to strengthen the brand’s links with popular music culture by collaborating with one of the industry’s top young artists, Liam Payne who is certainly the best choice to start with given his striking personality and massive worldwide fame.
In an official statement published on Hugo’s official page, Payne is quoted as saying, “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.” “I’m excited to be the new face of Hugo and I can’t wait to show you what we’ve been working on. Fashion started out as a hobby for me, but I’m loving being part of the creative process,” said Payne excited about the new fashion collaboration.
Liam posted on his official Instagram account, a campaign image shot by fashion photography duo Mert and Marcus with his 17 million followers across. This stunning topless black-and-white snap features Payne kneeling in a pair of Hugo tracksuit bottoms with the brand’s slogan along the side of the leg, making him look smokingly hot. This fashion project marks Liam’s first step into the fashion world, followed by his massive successful music career that gained him global fame as a member of one of the biggest boyband One Direction.
Now working on his solo career after the band’s infinite hiatus announced in 2015, he has since collaborated with stars such as Zedd, J Balvin, Rita Ora, etc and has produced successful hits. He has released an EP titled ‘First Time’ in August 2018. In addition to his fashion endeavors, Payne is also working on his new music and is set to release his most awaited debut album as a solo artist, later this year.
The British singer-songwriter will star in his first campaign for the brand, shot by fashion photographers Mert & Marcus and styled by Robbie Spencer. Further, the exclusive ‘Hugo x Liam Payne’ personalized capsule collection of ready-to-wear and accessories will be first unveiled during Berlin Fashion Week in July this year followed by a concert and a presentation. The collection will be immediately available for the sale after the event.
“Liam is not only a very talented musician, but 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 on behind the scenes. HUGO is not just about fashion, it’s about an idea: that being your authentic self is the boldest thing you can do. That’s why Liam is the perfect fit for us — he’s authentic in everything he does.”
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We absolutely can’t wait to see what Liam and HUGO are bringing for us. Are you as excited as we are? Let us know your thoughts in the comment section down below or you can also tweet to us @fuzzable