A couple of months ago, we were privy to the news that Liam Payne would be fronting a series of campaigns for HUGO, the streetwear-minded offshoot of luxury fashion group HUGO BOSS – as their new global ambassador.

And now, the campaign imagery – shot by legendary photographer duo Mert & Marcus – has dropped in line with the launch of the special 10-piece capsule collection, available globally in stores and online at hugo.com today.

Set against an atmospheric red background, the British musician is seen posing in an array of smart-meets-streetwear looks: think button-up tees paired with tracksuit bottoms, slogan zip-ups, bumbags, knitted tees and more.

Including a performance from the former One Direction star himself, the HUGO x Liam Payne capsule collection was finally revealed last night at a launch party at Berlin Fashion Week.

Guests included models Winnie Harlow and Stella Maxwell, as HUGO’s new global ambassador performed “Strip That Down”, “For You” and “Polaroid” for the audience.

Find out more at hugo.com now