Marking its second collaboration with Liam Payne, HUGO has launched a men's wear capsule collection in the brand's signature colors of black, white, navy, and red, marking its first appearance in Japan.
This season's collection celebrates HUGO ambassador Liam Payne's journey from teen pop star to established solo artist in a short space of time. The collection includes apparel, accessories, and a new sneaker style exclusive to HUGO. Each piece features a chevron pattern that symbolizes "go fast," inspired by the tattoo on global brand ambassador Liam Payne's right arm.
The collection blends HUGO's unconventional style with Liam's sporty aesthetic. HUGO's signature slim-fit jeans are mixed with athleisure-inspired sweatshirts and track pants. In homage to the year HUGO was founded and Liam was born, the brand's logo has also been renamed "HUGO93.LP" and is boldly printed or embroidered across every piece in the capsule collection.
"I've really learned about my own style over the past two years and I'm grateful to continue designing clothes that I want to wear," says Liam. "This season is very much me. It's all about easy-going styles that are perfect for the weekend."
Photographed by British photographer Tom Craig, the campaign features Liam dressed from head to toe in the cutting-edge capsule collection. The shoot was shot on the roof of an abandoned house in central London, with the iconic red, white and blue of the pieces he wears providing a stark contrast to the background.
The new collection is available in stores now.
For more information about HUGO, visit their website: www.hugoboss.com/jp
Click here for company press release details
This season's collection celebrates HUGO ambassador Liam Payne's journey from teen pop star to established solo artist in a short space of time. The collection includes apparel, accessories, and a new sneaker style exclusive to HUGO. Each piece features a chevron pattern that symbolizes "go fast," inspired by the tattoo on global brand ambassador Liam Payne's right arm.
The collection blends HUGO's unconventional style with Liam's sporty aesthetic. HUGO's signature slim-fit jeans are mixed with athleisure-inspired sweatshirts and track pants. In homage to the year HUGO was founded and Liam was born, the brand's logo has also been renamed "HUGO93.LP" and is boldly printed or embroidered across every piece in the capsule collection.
"I've really learned about my own style over the past two years and I'm grateful to continue designing clothes that I want to wear," says Liam. "This season is very much me. It's all about easy-going styles that are perfect for the weekend."
Photographed by British photographer Tom Craig, the campaign features Liam dressed from head to toe in the cutting-edge capsule collection. The shoot was shot on the roof of an abandoned house in central London, with the iconic red, white and blue of the pieces he wears providing a stark contrast to the background.
The new collection is available in stores now.
For more information about HUGO, visit their website: www.hugoboss.com/jp
Click here for company press release details
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