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Liam Payne Announced as Hugo Brand Ambassador With a Seriously Smokin’ Campaign Pic

Liam Payne Announced as Hugo Brand Ambassador in a Seriously Smokin' Shot
Liam Payne for Hugo Courtesy of Hugo

Liam Payne stripped it down for his debut Hugo campaign image — and it is steamy.

News broke yesterday, May 1, when WWD announced that the menswear brand appointed the former One Direction member is the latest brand ambassador.

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“I knew if I wanted to do something in fashion it should be with Hugo,” the British singer said in a statement released today. “They design clothes that guys like me want to wear. Fashion started out as a hobby for me, but I’m loving being part of the creative process.”

Set to front a series of campaigns this summer, Payne will become the face for an exclusive new capsule collection as well as the bodywear line.

The first campaign shot, taken by photographers Mert & Marcus, shows off Payne’s tattoo sleeve as he poses on one knee. Wearing nothing more than tracksuit pants with a Hugo logo running down the side and white sneakers, his sharp jawline and toned physique almost distract from the attire.

Liam Payne Announced as Hugo Brand Ambassador in a Seriously Smokin' Shot
Liam Payne attends The Global Awards 2019 at Eventim Apollo, Hammersmith on March 07, 2019 in London, England. Karwai Tang/WireImage

But the 25-year-old isn’t just a model and muse for the company. He worked with the fashion house to create a totally new, exclusive Hugo x Liam Payne collaboration.

“Liam is not only a very talented musician, he’s also got great style,” Brand and Creative Director for Hugo, Peter Deirowski, said in a statement. “This type of creative partnership is something we’ve never done before and we can’t wait to show everyone what we’ve been working on behind the scenes.”

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While this is his first legitimate partnership with Hugo, the “For You” singer has worn the designer many times. To the 2019 Globe Awards, he looked dapper in a dark blue double-breasted suit with a black shirt and matching leather lace-up boots.

Fingers crossed the rest of the campaign looks as smokin’ as the first promo image.

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