It would be safe to say that HUGO’s first global collaboration in the world of music has been nothing short of a success, with the brand’s FW19 capsule garnering rave reviews since being unveiled at Berlin Fashion Week.
Liam Payne, pop sensation and former member of One Direction, is the man fronting the exciting new underwear range, which is inspired by his own designs.
As Payne trades the stage for the catwalk, it is remarkable to note this collection doesn’t just look good, it is good. Detailed with the same chevron design tattooed on his right forearm, each piece is intricately designed and finely crafted for comfortable wear that echoes a street-savvy style.
However, it’s not just Payne entering new territory. HUGO is also treading unknown waters as it strives to make waves and dominate yet another corner of the fashion world. And this collection, which expertly blurs the line between formalwear and athleisure with the promise of “breathing new life into the current trend for streetwear” is a much welcome move by the German brand.
When asked if he had a preference towards how he dresses, or how other men should wear their clothes, Payne poignantly explains: “Dress in things you feel the most comfortable in rather than trying too hard. Try and push your boundaries a bit and have a bit of fun, but I think you know in yourself when you wanna do it,” says Payne.
“Don’t take it too far because I think that’s where I went wrong for a number of years.”
The HUGO x Liam Payne collection is available at Zee & Co now.