A Look Into The "HUGO x Liam Payne" Collection

A Look Into The "HUGO x Liam Payne" Collection

As the first global ambassador of HUGO, Liam Payne discusses his inspirations and creative process for his capsule collection with the brand.

As the first global ambassador of HUGO, Liam Payne discusses his inspirations and creative process for his capsule collection with the brand.

Text: Staff

If you tuned into Stella Maxwell’s takeover of our Instagram on Friday, you know that it was a big night for Berlin. HUGO x Liam Payne released a much-anticipated capsule collection, which they celebrated with a huge warehouse party. Guests included Winnie Harlow, Mario Bautista, Stefanie Giesinger and of course, Payne himself, who also performed.

Because it’s 2019, the see-now, buy-now collection became available to purchase exclusively on HUGO’s Instagram on Friday, but is now available worldwide on Hugoboss.com and in HUGO stores.

“It’s definitely smart-casual, and a bit more loose-fitting,” Payne said of the collection earlier that day. “When we were designing the capsule, obviously it was so heavily designed around me and the stuff that I wear and the way that I wear things, like the way we taper the jogger or the way that the hoodie fits. I think it’s definitely my fit.”

While the clothes are mostly tailored to men, there is a unisex quality to them (which tends to be the case with streetwear).

“I like a girl in a dress of course,” Payne says about what he’d like to see on a girl during a first date. “But as long as they feel comfortable…because if someone sat at the table being super uncomfortable, you know…I always feel so bad for girls having to walk around in high heels. I just couldn’t.”

And on being the first global ambassador for HUGO?

“I just sent a picture of the label on the back of the jacket to my dad and he said he was super proud to see my name…which I thought was quite nice.”

The collection is part of what’s making HUGO feel younger and edgier, tapping into people like Payne to stay progressive and street-savvy. The clothes are comfortably chic, and look good on just about anyone. This, perhaps, came as a bit of a surprise to Payne, who’d never really designed before.

“Oh my god, I’ve got to make clothes?” He thought when first asked. “I just didn’t know where to even begin.”

Check out campaign imagery for the capsule in the slideshow below.

Credits: Photos Courtesy of HUGO

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