Following the release of his first capsule collection for HUGO, Liam Payne ‘strips down’ his role as the face of the brand for its newest bodywear range.
Shot by photographers Mert Alas and Marcus Piggott inside an apartment in Berlin, the new campaign features Payne in signature styles from the brand’s underwear line. The musician and his model counterpart, Stella Maxwell interpret a young couple who have escaped to Berlin with the paparazzi hot on their tails.
“I feel lucky that as the face of HUGO, I get to front iconic campaigns such as this,” said Payne. “It’s been an amazing experience to work with such an incredibly talented group of people.”
The brand’s bodywear range, comprised of trunks, boxer briefs, and tank tops borrow from the motif-heavy aesthetic of the core collection. Underwear styles are topped with waistbands in signature HUGO red with statement contrast logos, and sporty tank tops have vertical logos stitched onto their hemlines.
The campaign rolls out worldwide this month, just in time for the holiday season. This is the latest project in an exclusive partnership with Payne that will see him front a series of campaigns for the brand over the next two years.