HUGO and Liam Payne are now three collections deep into their collaborative relationship following the recent release of their season three offering – spotlighted here.
Having honed their design blueprint together, this season places sustainability and responsible production at the heart of the collection, as a continuation of HUGO’s Clean Up Your Act initiative. The entire season is designed in support of the Cotton made in Africa organisation: a partner of Hugo Boss since 2019 that works to improve the living conditions of African cotton farmers and their families and fund the training of African cotton farmers in sustainable cultivation methods.
In terms of the clothing, it’s a line-up of luxury wardrobe essentials including tees, sweatshirts, polo shirts and a utility shirt and trouser set. An interpretation of the HUGO logo features on each piece – either as a subtle detail or oversized form – alongside a new forest-inspired chevron motif, while aerial shots of the planet appear as all-over prints – a reminder of Earth’s beauty and our commitment to preserving it.
“I think with everything going on this year, we’re all thinking about the future a lot more than we used to,” Payne says. “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.”
“We’re making a change at HUGO,” adds Bart de Backer, Senior Head of Design HUGO Menswear. “One that starts with us and continues with our customers. We’re encouraging them to join us on this journey, and to try to shop with the planet in mind.”
The HUGO x Liam Payne season three collection is available to shop online and in store now.