Liam Payne named global brand ambassador for Hugo Boss

Hugo Boss has announced that British singer-songwriter Liam Payne will be its first global brand ambassador. The singer, who won international acclaim as a member of One Direction in 2010 before embarking on his own solo career, will front a series of summer campaigns for the brand.

Payne will be the face of an exclusive capsule collection, Hugo x Liam Payne, inspired by the singer’s personal sense of style. Payne will also be the ambassador for Hugo Bodywear.

The ex-boy band star has carved out his own direction in recent years, perhaps parallel to fellow former-member Harry Styles, who appears in Gucci campaigns and most recently co-hosted The Met Gala 2019.

“Liam is not only a very talented musician, but 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.”

Iconic fashion photographers Mert and Marcus, who have previously worked with A-list celebrities like Madonna, Kendall Jenner and Taylor Swift, will shoot the Hugo campaigns featuring the award-winning artist.

Payne, whose music video with Rita Ora (For You) was nominated for a Brit Award this year, is excited about the creative collaboration.

“I knew if I wanted to do something in fashion, it should be with Hugo Boss,” says the singer. “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 Hugo x Liam Payne capsule collection will be revealed during Berlin Fashion week in July.

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