Liam Payne Tells Us All About His Capsule with Hugo Boss
The former One Direction member gets candid on his foray into fashion design.
“That’s the one thing about being in this line of work,” Liam Payne says at Soho House in Berlin. “[Even though] I’m in this whole growing period, there are so many different fashion errors that I’ve made over the years that I just can’t escape.”
A digital footprint of one’s fashions—both hits and misses—comes with the territory of being an internationally known pop star. It is perhaps what drove Payne to prove himself with the HUGO x Liam Payne capsule collection. Unlike the ambassadorships we often see Payne-like characters taking part in, this one relied heavily on its namesake for his taste and designs. That is not to say, however, that the pieces look extraordinarily different from the rest of HUGO.
“As someone who designs clothes, it’s not your job to make sure that your name is everywhere. It’s your job to make sure that the blend between what is you and what is the brand fits so well that people will buy it, not even knowing that it was a piece of my collection,” Payne says. In fact, you’ll only find his name on the inside of the pieces; he’d rather someone who shops HUGO buy the streetwear-inspired clothing regardless of it being his design or not.
The 25-year-old Payne was also recently announced as the face of HUGO Bodywear, and shot by Mert and Marcus for the campaign. “You know, we all look at those people on the [packaging] and say, ‘I wish I could be like the guy in the boxers.’ So at least this time, I was going to be the guy in the boxers! That was neat for me.”
The success of the first HUGO x Liam Payne collection has confirmed a second collaboration between the two parties. It would seem there’s more than one direction for this particular talent’s career.
Hugo X Liam Payne is available now at Hugo Boss.