Hugo, the fashion label owned by Hugo Boss, has teamed up with Liam Payne to release an exclusive capsule collection inspired by his own personal style. Payne is also set to become the face of the brands bodywear range.
The collaboration aims to improve the brands image in popular culture, especially in music, by teaming up with some of the UK’s top artists. The brand will act as a more streetwear-led alternative to the traditional menswear and tailoring offered by the Hugo Boss mainline brand.
Liam Payne spoke of the collaboration, 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. Fashion started out as a hobby for me, but I’m loving being part of the creative process.”
Payne will feature in the first campaign for the brand this summer, shot by fashion photographers Mert & Marcus and styled by Robbie Spencer.
