Liam Payne Stars the New Hugo Fragrances Campaign

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.

Payne will take center stage in a forthcoming campaign to launch the brand’s Hugo Now fragrance, in which the British singer will invite his fans to “to reach out and grab opportunities – because now is the only moment you own.”


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2020 is the year to up your underwear game. Discover #HUGObodywear essentials, as worn by @liampayne #HUGOxLiamPayne

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“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’s been awesome to work with such a creative team,” commented the new brand ambassador in a press release.

The Hugo Now fragrance will be available in limited edition from February.