The pre-fall 2020 season sees another collaboration between HUGO and its global brand ambassador, Liam Payne. The singer is front and center to unveil a campaign with the new capsule collection. Photographed by Tom Craig, Payne takes to an abandoned rooftop in London. He showcases a lineup of clothes that represent his natural inclination for sporty styles.
The collection also features a fresh spin on the HUGO logo with “HUGO93.LP” that pays a nod to Payne’s birth year. The actual motif takes inspiration from a tattoo on Payne’s right arm. It appears on everything from a sweatshirt to underwear.
Discussing the season, Payne shares, “I’ve learned so much about my own style over the past two years, and I’m so grateful to continue to design clothes that I love to wear.” The singer continues, “This season is very me. It’s all about easy styles that are perfect for the weekend.” The pre-fall 2020 HUGO x Liam Payne collection is available at HugoBoss.com as well as Bloomingdales.com.