British singer & songwriter Liam Payne, who became famous as a member of the boy band One Direction, is the global HUGO brand ambassador. This enables him to share his experience as a singer-songwriter through fashion. The latest campaign ‘Hugo Boss x Liam Payne’ was photographed by Wolfgang ZAC c/o ROCKENFELLER & GÖBELS in times of Corona via his meanwhile signature Screen Shoot©. To do so, he photographed models from Germany, the US and UK from his computer screen in Berlin.
The cooperation between HUGO and Liam Payne is the first global partnership under the contemporary brand. Besides contributing to the development of the HUGO x Liam Payne capsule collection, Liam is also the face of HUGO Bodywear, the Spring/Summer 2020 HUGO Eyewear campaign and the new fragrance HUGO NOW. The latest collection celebrates Liam’s rapid rise from teen pop idol to established solo musician. The statement styles in red, white and blue are inspired by Liam’s athletic aesthetic – including a new chevron pattern. GoSee: hugoboss.com//hugo-herren-liam-payne