It’s official. Liam Payne has been announced as the new global brand ambassador for HUGO, meaning that the British musician will front a series of campaigns for the brand.

Sitting under the HUGO BOSS luxury fashion group, HUGO is the brand’s more experimental off-shoot, specialising in tailoring and with a strong street-style sensibility at its core.

The move also means that Payne will become the face of the brand’s body wear as well as an exclusive new capsule.

The HUGO x Liam Payne capsule is inspired by the singer’s personal style and will debut during July’s Berlin Fashion Week, along with a gig and presentation.

And for a little teaser, HUGO have released the first of the campaign imagery for the partnership: an atmospheric black-and-white image shot by legendary photographer duo Mert & Marcus. In the shot, ex-One Direction member Payne kneels in tracksuit bottoms emblazoned with the brands slogan along the side of the leg.

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

Find out more at hugo.com