Jul 2, 2019
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Liam Payne's Hugo collection to be unveiled this week

Jul 2, 2019

In his role as global ambassador, British pop artist Liam Payne has designed a capsule collection for Hugo that will launch during Berlin Fashion Week this Wednesday.


Hugo Boss’ digital-first label for young men said the special collection will go on sale immediately after the brand’s launch party via Instagram for an exclusive 24-hour period.

Fans of the One Director star can get their hands on the 10-piece capsule collection on Thursday before the range’s official launch in Hugo stores and online on Friday.

Created as a younger alternative to Hugo Boss’ more formal core line, the Hugo label is leveraging Instagram to reach its millennial and Gen-Z target market.

The Hugo x Liam Payne capsule will be the first time the brand has ever released a new collection exclusively on Instagram for a limited period, and it probably won’t be the last one. For Hugo, the social media platform has been key to build brand awareness and design collections, and the brand said it is significantly growing as a sales channel.

As collaborator and global ambassador, Liam Payne has fronted a campaign shot by photographers Mert & Marcus to promote the latest range. The images show him wearing a collection that is heavily influenced by streetwear, with side-stripe joggers and printed t-shirts bearing the Hugo logo.

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