Hugo taps Liam Payne for first celebrity collaboration
The Hugo Boss-owned young fashion label Hugo has teamed up with Liam Payne on an exclusive capsule collection inspired by his personal style. The UK singer will also become the face of the brand’s bodywear range.
In the first partnership of its kind for Hugo, the tie-up aims to strengthen the brand’s links with popular culture, especially music, by joining forces with one of the UK’s top young artists.
Since the Hugo Boss brand realignment last year, the Hugo label serves as a more youthful and streetwear-led alternative to the Boss core brand, which delivers suits and menswear ranges with a focus on craftsmanship. And Payne is certainly a good celebrity to start with given his massive international fame.
“I knew if I wanted to do something in fashion it should be with Hugo,” said Payne of the new collaboration. “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 singer-songwriter will star in his first campaign for the brand, shot by fashion photographers Mert & Marcus and styled by Robbie Spencer, this summer.
Further amplifying the collaboration’s music focus, the exclusive Hugo x Liam Payne capsule collection will be unveiled for the first time during Berlin Fashion Week in July with a concert and presentation.
And as mentioned, later this year, Payne will front the new Hugo Bodywear campaign.
“Liam is not only a very talented musician, he’s also got great style,” said Peter Deirowski, Brand and Creative Director for HUGO. “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.”
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