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.”
“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.