Modelling vests and underwear
Following the release of his first capsule collection earlier this year for Hugo, the younger brother of Hugo Boss, former One Direction singer Liam Payne is back as the face of the brand’s bodywear range. He can be seen modelling boxer briefs featuring the Hugo logo.
Shot by photographers Mert Alas and Marcus Piggott inside an apartment in Berlin, the campaign features Payne in signature styles from the brand’s bodywear line. The musician and his model counterpart, Stella Maxwell, portray a young couple who have escaped to the city with the paparazzi in hot pursuit.
“I feel lucky that as the face of Hugo, I get to front iconic campaigns such as this,” says Payne. “It’s been an amazing experience to work with such an incredibly talented group of people.”
Comprising trunks, boxer briefs and tank tops, the bodywear range 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 is currently being rolled out worldwide. This is the latest project in an exclusive partnership with Payne that will see him front a series of campaigns for Hugo over the next two years.