One Direction star Liam Payne has been named the latest celebrity brand ambassador for Hugo Boss.
The singer is fronting a campaign for the label’s new collection geared towards younger fashion lovers, and the 25 year old will work closely with creative director Peter Deirowski to develop the forthcoming line Hugo x Liam Payne.
Payne, who will appear in a series of ads shot by fashion photographers Mert & Marcus, has grown to enjoy expressing himself through fashion, particularly pieces for the brand.
“Fashion has slowly crept up on me,” the One Direction star tells Women’s Wear Daily. “I knew if I wanted to do something in fashion it should be with Hugo. 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.”
The singer is also looking forward to stripping off to showcase new swimwear looks.
“This is a very body-conscious world,” he adds. “I’ve been training a lot lately, but I’ve always done that, so we’ll see how it goes.”
Despite his initial worries when it came to the new venture, Payne was relieved when Deirowski and his team guided him through the process.
“I thought, ‘How am I going to design clothes?’” Payne shares, revealing Deirowski and his team brought him their initial ideas for the collection and asked for his input. And the creative director is just as enthusiastic about the collaboration.
“Liam is not only a very talented musician, he’s also got great style,” he says. “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.”
The partnership marks the first apparel campaign from the brand to be fronted by a celebrity, with Jared Leto and Zac Efron previously fronting fragrance ads.
The new items Liam helped design will be unveiled during Berlin Fashion Week in Germany with a presentation and concert planned for July (19).
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