Hugo Boss has recently revealed its latest collection for the Hugo label, a collaboration with music sensation Liam Payne. Following their successful debut last summer, this new collection further cements Payne’s position as a key ambassador and designer for the brand. Aside from his foray into fashion, Payne has also been actively promoting Hugo fragrances and starring in the brand’s intimates campaign.
The latest collection from Hugo boasts a range of sleek and modern designs, with a fresh take on chevron patterns that symbolize a return to roots for both Payne and the brand. The men’s capsule collection showcases a color palette of black, white, navy, and red, reflecting Payne’s journey from a teenage pop star to a recognized solo artist. Each item in the collection features a ‘go fast’ chevron motif inspired by a tattoo on Payne’s arm, adding a personal touch to the pieces. Despite the current challenges, these outfits are tailored for individuals working remotely who seek both style and comfort.
Included in the collection are signature slim-fit jeans paired with cozy sweaters and track pants that exude a mix of athletic and casual vibes. The brand’s logo has been revamped as ‘HUGO93.LP,’ prominently displayed on all 14 items as a nod to the brand’s history and Payne’s birth year. Payne expressed his excitement about the collection, stating, “This season is very me. It’s all about easy styles that are perfect for the weekend.”
The collection’s visuals were captured by renowned British photographer Tom Craig on an urban rooftop in London, creating a striking contrast against the vivid red, white, and blue hues present throughout the pieces. Despite the ongoing challenges faced by the fashion industry, Hugo Boss and Liam Payne have succeeded in creating a chic and wearable collection that resonates with consumers.
To explore more of Hugo Boss’s latest collections and collaborations, visit their official website here. For updates on Liam Payne’s ventures in fashion and music, check out his official website here.
