Hugo taps Liam Payne as its new ambassador

Hugo taps Liam Payne as its new ambassador

He's got that one thing

Text: Maddison Glendinning

Image: Hugo

Hugo has announced Liam Payne as its first ambassador...

Hugo, the younger brother of Hugo Boss, has found its first official face. 

Overnight, the brand announced former One Direction singer Liam Payne as its first ambassador. He will front the bodywear campaign for Resort 2020, as well as design a capsule collection alongside Creative Director Peter Deirowski for F/W' 19. 

According to WWD, the singer scored the gig after "the brand reached out to him after seeing him wear the collection to a few events". Speaking to the site, Payne said, "I knew if I wanted to do something in fashion it should be with Hugo. 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." 

Deirowski spoke highly of his design partner, saying, "Hugo is not just about fashion, it's about an idea: that being your authentic self is the boldest thing you can do. That's why Liam is the perfect fit for us — he's authentic in everything he does." 

Liam's debut collection for the brand will be unveiled in July during Berlin Fashion Week and will be available to buy immediately after the show is done. 

In the meantime, find out Saint Laurent's surprising choice to front its new menswear collection