Hugo Names U.K. Singer Liam Payne as Brand Ambassador

Hugo has found its man. Hugo Boss has tapped former One Direction singer Liam Payne to be the first brand ambassador for its younger-skewed label starting this summer. As part of the deal, Payne, who is now a solo artist and songwriter, will work with brand and creative director Peter Deirowski to design a capsule and also be the face of its bodywear collection. The U.K. singer will appear in campaigns for both the Hugo x Liam Payne capsule collection for fall 2019, and the bodywear campaign for cruise/resort 2020. The campaigns will be shot by fashion photographers Mert & Marcus. Payne said the brand reached out to him after seeing him wear the collection to a few events and asked if he’d consider becoming an ambassador. He was initially surprised, but then flattered, and agreed to come on board. Payne said he’s always enjoyed looking good and has recently begun paying more attention to the fashion world. “Fashion has slowly crept up on me,” he told WWD. “I knew if I wanted to do something in fashion it should be with Hugo,” he added. “They design clothes that guys like me want to wear. Fashion started out as a hobby for me, but I’m loving

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from WWDWWD http://bit.ly/2DEdsV6