Liam x Hugo

“I feel lucky that as the face of HUGO, I get to front iconic campaigns such as this. It’s been an amazing experience to work with such an incredibly talented group of people,” says Liam.

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Shot by photographers Mert Alas and Marcus Piggott

Following the release of his first capsule collection for HUGO, Liam Payne ‘strips that down’ as the face of the brand’s bodywear range.

In one hyper-saturated image, Liam is seen standing on a bed, wearing boxer briefs woven with the HUGO logo across the waistband. In a black and white shot, he poses for Maxwell as she captures his likeness on film.

The bodywear range, comprised of trunks, boxer briefs, and tank tops borrows from the motif-heavy aesthetic of the core collection. Underwear styles are topped with waistbands in signature HUGO red with statement contrast logos, and sporty tank tops have vertical logos stitched onto their hemlines.

The campaign rolls out worldwide in early November, just in time for the holiday season. Shop the collection.

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