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.