HUGO x Liam Payne release the second collection
After the success of their first capsule, HUGO and Liam Payne go back to their roots this season.
HUGO and Liam Payne unveil their second collaborative effort, a capsule of menswear pieces in a signature palette of black, white, navy, and red. This season celebrates the HUGO ambassador’s fast-track journey from teen pop sensation to established solo artist. Comprised of apparel, accessories, and an exclusive new sneaker style, each piece features a “go fast” chevron motif inspired by a tattoo on the global brand ambassador’s right arm.
The new collection brings together the brand’s unconventional style and Liam’s sporty aesthetic, as HUGO’s signature slim-fit jeans blend with athleisure-inspired sweaters and track pants. Nodding to the origins of HUGO and the year in which Liam was born, the brand’s logo is reinvented as ‘HUGO93.LP’ boldly printed or embroidered across all 14 pieces.
“I’ve learned so much about my own style over the past two years and I’m so grateful to continue to design clothes that I love to wear,” Liam says. “This season is very me. It’s all about easy styles that are perfect for the weekend.”
Shot by British photographer Tom Craig, the campaign features Liam in edgy, head-to-toe looks from the capsule. The setting for the shoot, an abandoned rooftop in the heart of London, makes for a stark contrast against the iconic red, white, and blue colors of the pieces.
The new collection will be available to shop online and in the HUGO store in Amsterdam from 13 May onwards.