HUGO x Liam Payne


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. In addition to the jointly-developed HUGO x Liam Payne capsule collection, he is the face of the brand’s bodywear line, the eyewear collection as well as the HUGO Man and HUGO NOW fragrances.

The collection
HUGO is continuing to clean up its act – turning to its global ambassador Liam Payne, together with model and eco-entrepreneur Marina Testino, to be the faces of its latest responsible fashion offering. This winter, the brand launches its third HUGO x Liam Payne capsule, with this season’s collection designed in support of Cotton made in Africa.
I think with everything going on this year, we’re all thinking about the future a lot more than we used to. I’m proud of what we’ve achieved with this capsule; it looks great and at the same time is highlighting the important work that Cotton made in Africa does.
Liam Payne