- Liam Payne is now the global brand ambassador for HUGO
- Hugo Boss has tapped former One Direction singer Liam Payne to be the first brand ambassador for its younger-oriented label starting this summer
- Payne will work with brand and creative director Peter Deirowski to design a capsule and also be the face of its bodywear collection
- Hugo x Liam Payne will launch in July at Berlin Fashion Week with with a concert and presentation
The former One Direction man is all grown up and is striking out in his own direction. HUGO has announced 25-year-old Liam Payne as its global brand ambassador, a partnership that will see him become the face of an exclusive new capsule and the brand’s bodywear.
This summer will see the solo artist front in his very first campaign for the brand, and it will be led by iconic fashion photographers Mert & Marcus.
The brand most recently decided to spin off a new division, simply dubbed HUGO. While Hugo Boss remains the parent company and brand, and still produces things like suits, HUGO specialises in more edgy looks like streetwear, which as their new face, Payne excels at.
“I knew if I wanted to do something in fashion it should be with HUGO,” says the singer-songwriter. “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.”
“I knew if I wanted to do something in fashion it should be with HUGO”, says British singer @LiamPayne. We're proud to announce him as our new HUGO global brand ambassador, fronting a series of campaigns starting this summer. More: https://t.co/1UgQLcNaV2 #HUGOxLiamPayne #iamHUGO pic.twitter.com/Kgs5uu0OH0
— HUGO BOSS Corporate (@HUGOBOSS) May 2, 2019
The German brand has also collaborated with Liam on an exclusive ‘HUGO x Liam Payne capsule’, inspired by the singer’s personal style. The capsule will be revealed during July’s Berlin Fashion Week.
“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 on behind the scenes.”
Later this year, Liam will appear as the new face of HUGO Bodywear. With his former bandmates also big on the fashion front, Zayn Malik has collaborated on collections with both Versace and The Kooples, and Harry Styles has appeared in Gucci campaigns, so it will n=be interesting to see how the HUGO – Payne partnership will develop through the year.
The young Brit has had a bit of a style evolution since he left One Direction. He told Esquire: “My style and my fashion sense are all quite laid back now because that’s kind of the way I am as well. I don’t feel the need to hide behind the clothes anymore. I feel I can just be who I am and enjoy myself.”
All you need to do is look at the chains that Payne draped around his neck during the release of his singles a few years ago to appreciate just how far the singer has come. A man who was, in his words, a bit confused.
“Strip That Down’ was amazing and I was really happy with the success of it – but it didn’t necessarily paint the right picture of me and who I actually am,” he said.
“I always found, to start off with, that with a lot of the chains and the clothes and the fashion, I was kind of hiding behind something. It’s a bit like being stuck out in deep water and you’re just going ‘well, it would be really nice to get back now.'”
