July 30, 2019

Revealed at an experimental event during Berlin Fashion Week, the HUGO x Liam Payne capsule is 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, which will be launched in Singapore from 1 August at the HUGO x Liam Payne Capsule Pop-up. 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 unisex 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. Hit the streets in sleek smooth leather low-top trainers with reflective silver and red chevron details and a chevron-shaped metal pin at the laces. A statement belt bag in structured fabric features reflective logo-tape puller embellished with chevron motifs and a metal chevron pin. Prices start at $139 for the cotton T-shirt with chevron-print logo in white to S$679 for the bomber jacket with chevron details.

The collection will be launched exclusively at the HUGO X Liam Payne Capsule Pop-Up which will be held from 1 – 12 August 2019 at ION Orchard Level 1 Atrium. The collection will be showcased against a music inspired edgy backdrop of red scaffolding, red fluorescent lights, retro TV sets and an industrial-inspired photo backdrop of neon lights. Explore a series of fun and expressive HUGO x Liam Payne GIF stickers on Instagram too.