HUGO announces singer Liam Payne as its new global brand ambassador. Summer will heat up for the German brand as Payne fronts a bodywear campaign lensed by photography duo Mert & Marcus. HUGO’s partnership with Payne will also see a capsule collection.
Discussing working with HUGO, Payne shares,
I knew if I wanted to do something in fashion it should be with HUGO. Payne continues,
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.
The British singer-songwriter represents the first partnership of this kind for HUGO. The brand’s creative director Peter Deirowski explains,
Liam is not only a very talented musician, he’s also got great style. Deirowski adds,
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.