Music and fashion go hand-in-hand and for former One Direction star Liam Payne, if he were to do anything in fashion, “it should be with HUGO”.

Today, the German fashion house announced Liam Payne as its global brand ambassador, fronting up for bodywear and a new exclusive capsule. A rising star in his own right, this July the British artist will make his fashion debut, not only featuring in a range of campaigns – his first shot by Mert & Marcus – but collaborating on a fresh ‘HUGO x Liam Payne’ capsule.

“They design clothes that guys like me want to wear,” Payne said in a statement. “Fashion started out as a hobby for me, but I’m loving being part of the creative process.”

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Due to be revealed during Berlin Fashion Week in July, the unveiling is set to include a concert and presentation. Ready to shop immediately after the runway, the pieces will also be available in Australia from July 8, at flagship stores in Sydney and Melbourne.

“Liam is not only a very talented musician, he’s also got great style”, says Peter Deirowski, Brand and Creative Director for HUGO. “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.”

Later in 2019, Payne will also face HUGO Bodywear in a campaign conceived to embody the confidence he is known for. This is new territory for the luxury brand, which will further cement HUGO in pop-culture scene.

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