Liam Payne, formerly of One Direction, is New Face of Hugo
Former One Direction member Liam Payne has been signed up by Hugo Boss as global brand ambassador for its new, younger label. In addition to fronting campaigns for the label’s bodywear collection, the British solo artist will collaborate with the label on a capsule ‘Hugo X Liam Payne’ clothing series.
"I’m excited to be the new face of Hugo and I can’t wait to show you what we’ve been working on... 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" the pop star revealed.
The project marks Payne’s first foray into fashion design, following a wildly successful musical career that saw him achieve global fame as a member of the boyband One Direction. He launched his solo career after the group’s split in 2015, and has since collaborated with stars such as J Balvin and Rita Ora.
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