Hugo unveils new collection in deal with Liam Payne

By

Sandra Halliday

Published
May 14, 2020

Just after it was revealed that Rihanna’s ever-growing fortune is more to do with her fashion and beauty activities than her music, a new collection was unveiled that showed another music superstar deepening his connection to the fashion world.

Hugo Boss unveiled the latest collection for its Hugo label in its major ambassador/designer deal with Liam Payne.

It’s their second collaborative effort following last summer’s debut offer, although since then, Payne has also been busy promoting Hugo fragrances and starring in the brand’s intimates campaign with Stella Maxwell.

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The new collection features “streamlined shapes and new chevron interpretations,” we’re told and represents both Payne and the brand “going back to their roots this season”.

The menswear capsule comes in a signature palette of black, white, navy, and red and “celebrates the Hugo ambassador’s fast-track journey from teen pop sensation to established solo artist. Comprising apparel, accessories, and an exclusive new sneaker style, each piece features a ‘go fast’ chevron motif inspired by a tattoo on the global brand ambassador’s right arm”. 

While this might not seem to be the best time to launch a new collection given international lockdowns, store closures and predictions of plunging fashion spend, the pieces are clearly suitable for  consumers working from home and keeping it comfortable.

They include signature slim-fit jeans blend with athleisure-inspired sweaters and track pants. And to add interest, nodding to the origins of Hugo and the year in which Payne was born, the brand’s logo is reinvented as ‘HUGO93.LP’ boldly printed or embroidered across all 14 pieces.

“This season is very me. It’s all about easy styles that are perfect for the weekend,” Payne said.

The imagery was shot by British photographer Tom Craig with the setting for the shoot being an abandoned rooftop in the heart of London that “makes for a stark contrast against the iconic red, white, and blue colours of the pieces”.