The members of One Direction continue to find success in the fashion world. Zayn Malik has collaborated on collections with both Versace and The Kooples. Meanwhile Harry Styles has appeared in Gucci campaigns. Now Liam Payne has been named the new global brand ambassador for Hugo Boss’s Hugo line. Images shot by Mert & Marcus will debut this summer, and later this year he will appear as the face of Hugo Bodywear.
It’s official. Liam Payne has been announced as the new global brand ambassador for HUGO, meaning that the British musician will front a series of campaigns for the brand.
The move also means that Payne will become the face of the brand’s body wear as well as an exclusive new capsule.
The HUGO x Liam Payne capsule is inspired by the singer’s personal style and will debut during July’s Berlin Fashion Week, along with a gig and presentation.
And for a little teaser, HUGO have released the first of the campaign imagery for the partnership: an atmospheric black-and-white image shot by legendary photographer duo Mert & Marcus. In the shot, ex-One Direction member Payne kneels in tracksuit bottoms emblazoned with the brands slogan along the side of the leg.
The Hugo x Liam Payne collection will launch this fall, while the bodywear collection was launch for cruise 2020. Both campaigns will be shot by fashion photographer duo Mert & Marcus.
“I knew if I wanted to do something in fashion it should be with Hugo,” Payne said to WWD. “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.”
His capsule collection with the brand will be released at Berlin Fashion Week with a presentation and concert. In the spirit of see-now-buy-now the collection will be immediately available after the event.
This is a first-of-its-kind partnership for Hugo Boss, as it is the first time a brand ambassador has had a say in creating an apparel line. In addition to his fashion endeavors, Payne is also working on new music that he plans on releasing on streaming services.
Additionally Payne is collaborating with the brand on a capsule collection inspired by his personal style. “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.”
Hugo x Liam Payne will launch in July at Berlin Fashion Week with with a concert and presentation. The collection will be available immediately after the event.
Later this year, Liam will 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.