Joining the ranks of Jamie Dornan and Chris Hemsworth (to name a few), former One Directioner Liam Payne has been announced as the latest ambassador for HUGO, a new sublabel within Hugo Boss that focuses on edgier urban-influenced tailoring. While the German label has frequently worked with many it-men in the past, the partnership with Payne is the first time the designer is working with a celebrity on an exclusive capsule collection.
“Liam is not only a very talented musician, he’s also got great style,” Peter Deirowski, Brand and Creative Director for HUGO, said in a statement. “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.”
Payne will star in a series of campaigns shot by Mert & Marcus later this year ahead of the launch of the capsule which is scheduled to launch in July during Berlin Fashion Week. Check out the first campaign shot below.
