Liam Payne Bares All in New Hugo Campaign

Before the artist gives a live, acoustic performance on Hugo’s Instagram on Sunday, get an exclusive look into the capsule collection’s campaign.

To celebrate their second collaboration, Liam Payne will be giving an acoustic performance via Hugo’s Instagram and YouTube on May 17th at 9 AM EST. Rita Ora will also make an appearance on the livestream, which will unveil the Hugo x Liam Payne Pre Fall 2020 capsule collection.

Since Payne is a global ambassador for the brand, the collection celebrate’s his sporty aesthetic and fast-track journey from boy band to solo artist. Each of the 14 pieces features a reinvented Hugo logo that’s either boldly embroidered or printed and reads “HUGO93.LP”, speaking to the brand’s origins and the year in which Payne was born. Inspired by a tattoo on the artist and ambassador’s right arm, each piece also sees a “go fast” chevron motif. Staying true to both party’s style, the apparel and accessories come in a signature palette of black, white, navy, and red.

The collection is available now at, but catch a glimpse of the campaign below, shot by British photographer Tom Craig in London.


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