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A definitive guide to men&#039;s premium fashion and lifestyle, as well as Hollywood celebrities.

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<p class="p1"><strong><span class="s1">The collaboration between Liam Payne and Hugo Boss is set to endure. An ambassador for the ready-to-wear brand since the spring of 2019 and the co-creator of a capsule collection christened Hugo x Liam Payne, the former member of the group One Direction has now become the face of Hugo fragrances with an initial campaign titled #MyTimeIsNow to be released in the coming days.</span></strong></p>
<p><img loading="lazy" decoding="async" class="alignnone size-full wp-image-69103" src="https://backend.daman.co.id/wp-content/uploads/2020/02/HUGOBOSS_JOYE_FLORIAN_9_R4.jpg" alt="" width="512" height="400" srcset="https://backend.daman.co.id/wp-content/uploads/2020/02/HUGOBOSS_JOYE_FLORIAN_9_R4.jpg 512w, https://backend.daman.co.id/wp-content/uploads/2020/02/HUGOBOSS_JOYE_FLORIAN_9_R4-300x234.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2020/02/HUGOBOSS_JOYE_FLORIAN_9_R4-315x246.jpg 315w" sizes="(max-width: 512px) 100vw, 512px" /></p>
<p class="p1"><span class="s1">Payne will take center stage in a forthcoming campaign to launch the brand&#8217;s Hugo Now fragrance, in which the British singer will invite his fans to “to reach out and grab opportunities – because <em>now</em> is the only moment you own.”</span></p>
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<p style="margin: 8px 0 0 0; padding: 0 4px;"><a style="color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;" href="https://www.instagram.com/p/B7JFOyMIS6p/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener">2020 is the year to up your underwear game. Discover #HUGObodywear essentials, as worn by @liampayne #HUGOxLiamPayne</a></p>
<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;">A post shared by <a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;" href="https://www.instagram.com/hugo_official/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener"> HUGO</a> (@hugo_official) on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2020-01-10T14:07:22+00:00">Jan 10, 2020 at 6:07am PST</time></p>
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<p class="p1"><span class="s1">“I have always loved Hugo as a brand, to be the face of Hugo fashion and now fragrances makes me feel pretty good. The brand really represents who I am, and it&#8217;s been awesome to work with such a creative team,” commented the new brand ambassador in a press release.</span></p>
<p class="p1"><span class="s1">The Hugo Now fragrance will be available in limited edition from February.</span></p>
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<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div>
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<p style="margin: 8px 0 0 0; padding: 0 4px;"><a style="color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;" href="https://www.instagram.com/p/B7DYeT8gfRI/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener">I’m excited to start the year by revealing a sneak peek of my first campaign as the face of @HUGO_official fragrances! HUGO Now is available soon worldwide. Thanks to the HUGO dream team for making this happen! #MyTimeIsNow</a></p>
<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;">A post shared by <a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;" href="https://www.instagram.com/liampayne/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener"> Liam Payne</a> (@liampayne) on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2020-01-08T09:00:04+00:00">Jan 8, 2020 at 1:00am PST</time></p>
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Liam Payne Stars the New Hugo Fragrances Campaign