Liam Payne x HUGO
by Stephen Garner

HUGO x Liam Payne capsule collection was revealed at a Berlin Fashion Week launch party that included a live performance from the man himself on July 3rd. The HUGO x Liam Payne capsule is the debut of a new partnership that will see the musician front a series of campaigns for the brand starting this summer.

At the event on Wednesday, HUGO’s new global ambassador performed “Strip That Down”, “For You”, and “Polaroid” while wearing a full look from the “see now, buy now” collection, which was made available to shop exclusively via HUGO Instagram on the night of the event.

Liam Payne x HUGO

The HUGO x Liam Payne collection features clothing, footwear, and accessories that blur the line between formalwear and athleisure. The designs fuse elements like reflective tape trims and statement logo graphics with easy-to-wear silhouettes. A repeated chevron motif across several pieces nod to the tattoo on Payne’s right forearm.

A sleek bomber jacket features metal chevron detailing at the zip, drawstring tailored pants are trimmed with a tattoo-themed motif, and a hoodie is printed with the reflective chevron artwork.

Following a 24-hour Instagram exclusive on July 4, the clothing, footwear, and accessories are now available worldwide on and in HUGO stores as well as on and select Bloomingdale’s locations.