Liam Payne Strips Down in Hugo Boss’ Underwear Campaign

In the latest Hugo Boss’ underwear campaign, Liam Payne strips down with Stella Maxwell.  Photographed by Mert Alas and Marcus Piggott inside an apartment in Berlin, the former member of One Direction and Maxwell portray an interpretation of a young couple falling madly in love.

The highlight of this campaign shoots—and probably most intimate of all the images—is when the pair intertwined on the bed while his female counterpart wears only his underwear and Liam wearing nothing at all.

“You know what, there’s a lot more nudity in an underwear campaign than I would have thought there would have been when I signed up for it,” said Liam in an interview. “For me, advertising underwear without the underwear on has got the be the epitome of underwear advertisements,” he said.

He also admitted that “there was a lot of tequila involved” for the photo shoot. “I mean, the first day we did most of the shots for the capsule collection and then the last shots were the box shots for the front of the underwear packaging – which was just like, ‘Wow, I get to be the guy on the box,’ which was a real moment…And it just ended up being a lot more naked than I thought it was – and for her as well. She was also naked.”


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Coming out in early November, the campaign is the final teaser of what Mert Alas and Piggott started in July. Through the series of campaign photos, Hugo Boss’ underwear collection features a range of numbers from trunks, boxer briefs, and tank tops.