A few months ago, German luxury fashion house HUGO BOSS joined hands with British singer-songwriter Liam Payne as they made him their new global ambassador. The HUGO X Liam Payne collection first launched (July 4) during Berlin Fashion Week.
On July 27, he promoted his new collection at the Aventura Mall in Miami making it the brand’s first-ever pop-up shop. Also, the launch opens a door to Hugo’s first global collaboration in the world of music.
The collection consists of various T-shirts, trousers, sweatshirts, a belt bag and a zip-through jacket. Each piece of clothing (pocket or neck) has been inked with Liam’s chevron tattoo, along with the traditional HUGO logo mark. He told London’s Evening Standard that, at the time, the tattoo was a mistake, but he is proud that this one mistake is paying off now.
In his recent interview with Haute Living, Liam talks about his role as a global ambassador and how exciting it is to do something not music-related and gaining some hands-on experience in designing clothes. Bringing up fashion mistakes, he admitted that one of his biggest regrets was wearing those “rapper gold chains” back in 2017.
Although he enjoyed wearing them at the time, he later realized it just wasn’t suitable for him. Payne has also told the magazine that he is looking forward to launching more collections in the future. “As far as other brands, I would like to do something more sporty,’’ he says. “Whether that’s with Hugo or not with Hugo, I don’t really know.’’
Though Liam may seem busy at the moment with his new duty, he assures fans that more music is on the way. We might as well have to wait for that.
The HUGO X Liam Payne Collection is available to shop now on here.