HUGO x Liam Payne

The collaboration

The collaboration between HUGO and Liam Payne is a ereal challenge: it is the first global partnership for the contemporary brand. In addition to jointly developing the HUGO x Liam Payne capsule collection, Liam is also the face of the new HUGO bodywear campaign.

I knew if I wanted to do something in fashion it should be with HUGO. 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.
Liam Payne
The collection
HUGO and singer-songwriter Liam Payne share a love of music and contemporary style. The result of the collaboration: the exclusive HUGO x Liam Payne capsule collection, which is inspired by his personal look.