HUGO x Liam Payne

HUGO x Liam Payne white T-shirt and trouserHUGO x Liam Payne white T-shirt and trouser
HUGO x Liam Payne black sweaterHUGO x Liam Payne black sweater
Introducing the
HUGO x Liam Payne capsule

To honour our commitment to music, we’ve teamed up with our new global brand ambassador and singer-songwriter Liam Payne to create an exclusive capsule of wardrobe essentials, inspired by his personal style. Featuring references to his iconic chevron tattoo that won’t go unnoticed by his fan base, the collection of statement sweaters, fresh logo basics and more is now available to shop exclusively online.

Make It Yours

HUGO x Liam Payne

“I knew if I wanted to do something in fashion it should be with HUGO.”

Liam Payne

Singer-songwriter

HUGO x Liam Payne capsuleHUGO x Liam Payne capsule
HUGO x Liam Payne capsuleHUGO x Liam Payne capsule
HUGO x Liam Payne capsuleHUGO x Liam Payne capsule

Six things you didn’t know about Liam

  • HUGO x Liam PayneHUGO x Liam Payne
    His love for tattoos

    Liam has lost count of the number of tattoos that he has. One of his most prominent is his first – the bold chevrons on the outside of his right forearm.

  • HUGO x Liam PayneHUGO x Liam Payne
    His secret talent

    Drawing. Liam takes a sketchbook and pencils everywhere with him. He especially likes to sketch the people and places he sees when he travels.

  • HUGO x Liam PayneHUGO x Liam Payne
    His wardrobe must-haves

    Liam cannot live without a cool pair of trainers and a basic white T-shirt.

  • HUGO x Liam PayneHUGO x Liam Payne
    His morning routine

    As someone who takes health and fitness very seriously, Liam loves to start his days with a long run.

  • HUGO x Liam PayneHUGO x Liam Payne
    His favourite type of film

    Not one for a rom-com, Liam’s a fan of a good old-fashioned horror movie.

  • HUGO x Liam PayneHUGO x Liam Payne
    His desert island essential

    Liam cannot live without his Bluetooth speakers, so he can listen to music wherever he goes.

On set with Liam

In a campaign envisioned by Mert & Marcus, Liam makes his debut as HUGO's new brand ambassador and reveals what the collaboration means to him

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