The members of One Direction continue to find success in the fashion world. Zayn Malik has collaborated on collections with both Versace and The Kooples. Meanwhile Harry Styles has appeared in Gucci campaigns. Now Liam Payne has been named the new global brand ambassador for Hugo Boss’s Hugo line. Images shot by Mert & Marcus will debut this summer, and later this year he will appear as the face of Hugo Bodywear.
“I knew if I wanted to do something in fashion it should be with Hugo,” Payne says. “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.”
Additionally Payne is collaborating with the brand on a capsule collection inspired by his personal style. “Liam is not only a very talented musician, he’s also got great style”, says 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.”
Hugo x Liam Payne will launch in July at Berlin Fashion Week with with a concert and presentation. The collection will be available immediately after the event.