Liam Payne is the new brand ambassador for Hugo

Liam Payne is the new brand ambassador for Hugo

Liam Payne is the new brand ambassador for Hugo. Liam Payne has landed a major fashion role as he has been named global brand ambassador for German fashion brand Hugo.

As part of the deal, the former One Direction singer will work with brand and creative director Peter Deirowski to design a collection and also be the face of its bodywear collection.

Liam has revealed that the collaboration is an obvious choice as he has recently started to pay more attention to the fashion world.

He told WWD: “Fashion has slowly crept up on me.”

“I knew if I wanted to do something in fashion it should be with Hugo. They design clothes that guys like me want to wear. Fashion started out as a hobby for me, but I’m loving being part of the creative process.”

The 25-year-old will star in a series of campaigns beginning this summer, while the capsule collection will be launched during Berlin Fashion Week in July.

In an Instagram post, Liam shared the first image of the campaign, shot by renowned fashion photographers Mert Alas and Marcus Piggott.

“I’m excited to be the new face of Hugo and I can’t wait to show you what we’ve been working on,” he wrote.

And Hugo’s creative director Deirowski revealed why having Liam as the brand’s global ambassador makes perfect sense.

“Hugo is not just about fashion, it’s about an idea: that being your authentic self is the boldest thing you can do.”

“That’s why Liam is the perfect fit for us — he’s authentic in everything he does.”

“This type of creative partnership is something we’ve never done before and we can’t wait to show everyone what we’ve been working on behind the scenes.”

Liam Payne is the new brand ambassador for Hugo

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