Liam Payne Will Perform in a Virtual Concert For Hugo’s Pre-Fall 2020 Collection Launch

A musical launch for the second Hugo x Liam Payne capsule collection.

To celebrate his second collaboration with Hugo, English singer/songwriter Liam Payne will be performing in a virtual concert via the brand’s Instagram account and YouTube channel on May 17, 2020. The former One Direction singer will perform three sets of acoustic songs to promote the launch of Hugo’s Pre-Fall 2020 collection. Rita Ora will join in as a special guest and they will perform on a split screen.

Liam Payne has been Hugo’s brand ambassador since last May and their first collaborative capsule collection was launched in July 2019 at Berlin Fashion Week. This was then followed by a Bodywear collection in the following fall.

Payne’s new collection for the German fashion brand is inspired by his journey from teen pop star to the solo artist that he is today. The 14-piece collection includes sneakers, T-shirts, tracksuits and even socks. These pieces come in a signature palette of black, white, navy and red. The collection also features a reinvented Hugo logo that’s either embroidered or printed and reads “HUGO93.LP”, referencing the singer’s birth year. The new logo is featured on each piece and also sees a “go fast” chevron motif, inspired by Payne’s right arm tattoo.

“I’ve learned so much about my own style over the past two years and I’m so grateful to continue to design clothes that I love to wear,” Payne said. “This season is very me. It’s all about easy styles that are perfect for the weekend.”