HUGO x Liam Payne

Revealed at an experimental event during Berlin Fashion Week, the HUGO x Liam Payne capsule is the first fruits of a new partnership that will see the musician front a series of campaigns for the brand, starting this summer. 

HUGO, together with Liam in his role as the brand’ s new global ambassador, have designed an exclusive capsule, available to buy now. The pop-culture icon puts his own twist on signature HUGO designs, creating pieces that breathe new life into the current trend for streetwear.

Inspired by Liam’ s personal style, the capsule includes design references to his first tattoo: the black chevrons on his right forearm. A sleek bomber jacket features metal chevron detailing at the zip, drawst ring tailored pants are trimmed with a tattoo- themed motif and a hoodie is printed with reflective chevron artwork. 

HUGO BOSS has a long history of sports partnerships, but this is the first global collaboration in the world of music. The collection will be available to shop exclusively on Instagram for the first 24 hours, and online and in store from 5 July onwards.