Fresh ideas

Liam Payne designs a new capsule collection for HUGO
Fashion | 5 July 2019

Inside a stripped-out former paper factory in East Berlin, last night saw HUGO reveal its new capsule collection in collaboration with musician Liam Payne.

Joining the German brand as its new global brand ambassador, the new ten-piece ‘see now, buy now’ collection was co-designed by the former One Direction singer and draws inspiration from his personal style – under the umbrella of HUGO’s youthful design codes. Here, statement logos feature alongside relaxed tailoring and sportswear details, while a repeated chevron motif across several pieces nods to the tattoo on Payne’s right arm.

Shot by renowned photography duo Mert & Marcus, peek the full lookbook below.



The HUGO x Liam Payne collection is available for sale now.

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