HUGO enters season three of its ongoing collaboration with Liam Payne. The singer returns for spring-summer 2021 with a unisex collection. This capsule supports “Cotton made in Africa”–the internationally recognized standard for sustainable cotton from Africa.
Unique to the season, the HUGO x Liam Payne collection features a new forest-inspired chevron motif. It reflects in part the German brand’s “Clean Up Your Act” initiative. Mindful of its environmental impact, HUGO designs its styles from recycled, organic, and sustainably sourced materials.
Liam Payne is front and center for the season’s campaign. Discussing his latest HUGO collection, the singer explains, “I’m proud of what we’ve achieved with this capsule.” He continues, “It looks great and at the same time is highlighting the important work that ‘Cotton made in Africa’ does.”