Hugo, a youthful fashion label under the umbrella of Hugo Boss, recently made headlines with its first-ever celebrity collaboration featuring UK pop sensation Liam Payne. This exciting partnership will result in an exclusive capsule collection that draws inspiration from Liam’s distinctive personal style. Additionally, Liam will become the face of Hugo’s bodywear range, adding a touch of star power to the brand.
The upcoming Hugo x Liam Payne collection is scheduled to make its debut in Berlin this July, marking a significant moment for the brand. By joining forces with one of the UK’s most prominent young artists, Hugo aims to strengthen its ties to popular culture, especially the music scene. This move aligns with the brand’s repositioning last year to cater to a younger, more streetwear-focused audience, complementing the more traditional offerings of the Boss core brand.
Liam Payne expressed his enthusiasm for the collaboration, emphasizing his admiration for Hugo’s designs and their appeal to him personally. As someone who initially viewed fashion as a hobby, he is thrilled to be involved in the creative process with the brand. Peter Deirowski, Hugo’s Brand and Creative Director, praised Liam’s talent and style, highlighting the synergy between the artist and the label.
The partnership will showcase Liam in his first campaign for Hugo, captured by renowned fashion photographers Mert & Marcus and styled by Robbie Spencer. The highly-anticipated Hugo x Liam Payne capsule collection will be unveiled during Berlin Fashion Week, accompanied by a concert and presentation that underscore the collaboration’s musical influence.
Furthermore, later in the year, Liam will take center stage in the new Hugo Bodywear campaign, further solidifying his role as a brand ambassador. This strategic collaboration signifies an exciting new chapter for both Hugo and Liam, exemplifying their shared commitment to creativity and innovation. The partnership promises to be a dynamic fusion of fashion and music, appealing to fans of both realms.
To learn more about the Hugo x Liam Payne collection, visit the official Hugo website here. For updates on Liam Payne’s upcoming projects, follow him on social media or visit his official website here.
