Since taking an indefinite hiatus from being part of boyband One Direction, Liam Payne—like the rest of his bandmates—has been busy pursuing solo projects. Payne became a father in 2017 with singer Cheryl, released a latin-infused Top 40 hit with J Balvin titled, 'Familiar', and is now the first global ambassador of fashion brand HUGO. And all these within a span of three years.
As the first global ambassador of HUGO, the brand has created a capsule collection that taps on Payne's personal style. If fellow One Direction member Harry Styles' (for lack of a better word) style traipse the line between conventional masculinity and femininity, Payne's is akin to that of a younger David Beckham—streetwear-inspired but grounded by well-fitted separates.
The HUGO x Liam Payne capsule collection first launched during Berlin Fashion Week in July 2019, and is now finally available in Singapore. Before you check out the pieces for yourself, here are four things to know about the collaboration.
A collection of many firsts
The HUGO x Liam Payne capsule collection is the first-ever collaboration that HUGO has initiated. And is also the first time that the brand has enlisted a musical celebrity as a global ambassador. For Payne, this marks his first foray into fashion.
The collection features a personal mark
A key leitmotif for the HUGO x Liam Payne collection is the chevron, a print that's taken from one of Payne's first tattoo. The four chevrons that run the length of his right forearm were done to represent the four other members of One Direction. During an interview with Ellen DeGeneres in 2015, he did express that it's a tattoo that he regretted getting. But seeing how it's now a prominent feature of the collaboration, we're guessing he's grown to like it.
From plane to festival
Payne describes the collection as a versatile offering of athleisure-inspired pieces that will "take you from the plane to the festival in style". The HUGO x Liam Payne collection consists of T-shirts with branded collars, tailored drawstring trousers, hoodies, as well as a bomber jacket (the most expensive piece in the collection at SGD679). Accessories include a pair of leather sneakers in white, and a belt bag.
There is more to come
The capsule collection is only the first partnership between HUGO and Liam Payne. The singer will also be featured in another campaign later this year, that will focus on HUGO Bodywear.
The HUGO x Liam Payne capsule collection is now available at HUGO stores as well as the temporary HUGO x Liam Payne capsule pop-up at ION Orchard (until 12 August 2019).