Menswear Alert: Hugo x Liam Payne’s Pre-Fall 2020 Capsule Collection

Collaborations are almost a requirement for top fashion brands to stay fresh in the minds of young consumers. With consumers constantly being inundated with marketing campaigns, it is huge challenge for top fashion brands to achieve the one up. Additionally, fashion collaborations tend to bring a quick surge of dollars for top fashion brands. Particularly, as top fashion brands struggle to stay relevant in an ever-evolving fashion market.

This second-time around, British pop sensation Liam Payne teams up Hugo Boss for a 2020 pre-fall capsule collection. For those not familiar with Liam Payson, after a successful six years with the UK’s One Direction, Payne in 2016 launched a solo career. And his debut single “Strip That Down” was a Billboard top-ten hit in 2017. Accompanying this second collaborative capsule collection, Liam Payne will present an exclusive virtual acoustic performance.

This collaboration brings together Hugo Boss’ unconventional style, and in some sense, exploits Liam Payson’s sporty aesthetic. “I’ve learned so much about my own style over the past two years and I’m so grateful to continue to design clothes that I love to wear,” Liam says. “This season is very me. It’s all about easy styles that are perfect for the weekend.”

The second Hugo x Liam Payne Pre-Fall 2020 capsule collection introduces a reinvented HUGO logo ‘HUGO93.LP’ boldly printed or embroidered across all 14 pieces as tribute to the origins of Hugo and the year in which Liam was born 1993. Each piece also features a “go fast” chevron motif inspired by a tattoo on the global brand ambassador’s right arm. The collection offers apparel and accessories in a signature palette of black, white, navy, and red.

The Hugo x Liam Payne’s pre-fall 2020 capsule collection was shot on an abandoned rooftop in London by famed British photographer Tom Craig.

—Staff