Get in tune with The Hugo X Liam Payne Capsule

A new ten-piece collection inspired and co-designed by the singer-songwriter

HUGO X Liam Payne Capsule Collection to be revealed at an experimental event during Berlin Fashion Week on July 3rd, the HUGO x Liam Payne capsule is the debut of a new partnership that will see the musician front a series of campaigns for the brand, starting this summer.

HUGO, together with Liam in his role as the brand’s new global ambassador, have designed an exclusive capsule, available to buy now. The pop-culture icon puts his own twist on signature HUGO designs, creating pieces that breathe new life into the current trend for streetwear. 

The HUGO x Liam Payne collection features clothing, footwear and accessories that blur the line between formalwear and athleisure. Fitting to Liam’s lifestyle, the pieces are perfect for everyday; clothes that, in Liam’s words, “take you from the plane to the festival in style”. The overall look is equal parts incognito and unmistakable, fusing unique design elements like reflective tape trims and statement logo graphics with easy-to-wear silhouettes.

Inspired by Liam’s personal style, the capsule includes design references to his first tattoo: the black chevrons on his right forearm. A sleek bomber jacket features metal chevron detailing at the zip, drawstring tailored pants are trimmed with a tattoo-themed motif and a hoodie is printed with reflective chevron artwork.

HUGO BOSShas a long history of sports partnerships, but this is the first global collaboration in the world of music. 

The collection was available to shop exclusively on Instagram for the first 24 hours via @hugo_official, following the launch on Instagram the collection is now available on and in HUGO stores as well as on and select Bloomingdale’s store locations.

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