Following the release of his first capsule collection for HUGO, Liam Payne ‘strips that down’ as the face of the brand’s bodywear range.
Shot by photographers Mert Alas and Marcus Piggott inside an apartment in Berlin, the new campaign features Liam in signature styles from the brand’s underwear line. The musician and his model counterpart interpret a young couple who have escaped to Berlin with the paparazzi hot on their tails.
“I feel lucky that as the face of HUGO, I get to front iconic campaigns such as this. It’s been an amazing experience to work with such an incredibly talented group of people,” says Liam.
In one hyper-saturated image, Liam is seen standing on a bed, wearing boxer briefs woven with the HUGO logo across the waistband. In a black and white shot, he poses for Maxwell as she captures his likeness on film. Perhaps the most intimate of all the images shows the pair intertwined on the bed, while she wears his underwear and he wears nothing at all.
The bodywear range, comprised of trunks, boxer briefs, and tank tops, borrows from the motif-heavy aesthetic of the core collection. Underwear styles are topped with waistbands in signature HUGO red with statement contrast logos, and sporty tank tops have vertical logos stitched onto their hemlines.
The campaign rolls out worldwide in early November, just in time for the holiday season. This is the latest project in an exclusive partnership with Liam that will see him front a series of campaigns for the brand over the next two years.