Liam Payne to Perform Virtual Concert for Hugo Pre-fall Launch – WWD

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Liam Payne for Hugo

Liam Payne is taking his role as ambassador for the Hugo collection seriously.

The former One Direction singer will perform a special three-song acoustic set on Sunday with special guest Rita Ora to promote the launch of the second collection of the Hugo x Liam Payne capsule. The pre-fall collection will launch today on the Hugo Boss e-commerce site as well as at Bloomingdale’s.

The Sunday concert, which will air at 9 a.m. EST on the Hugo Boss Instagram channel as well as on YouTube, will feature Payne and Ora performing separately on a split screen.

Rita Ora

Rita Ora rehearsing for Sunday’s concert. 

The capsule is the second designed by the singer who was named the ambassador for the younger-skewed Hugo line last May. The line launched in July 2019 at Berlin Fashion Week and was followed by a Bodywear collection that fall.

A look from the Hugo x Liam Payne collection.

A look from the Hugo x Liam Payne collection. 

The sport-inspired line ranges in price from $14 for socks to $280 for sneakers and includes T-shirts, hoodies and track suits. It is intended to document Payne’s journey from teen pop star to a solo artist. The 14-piece collection introduces a new Hugo logo — Hugo93.LP — that references the year the singer was born. The logo is featured on each piece and includes a “go fast” chevron tattooed on Payne’s right arm.

“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,” Payne said. “This season is very me. It’s all about easy styles that are perfect for the weekend.”

Hugo x Liam Payne

A campaign image for the pre-fall collection. 

The campaign images were shot by British photographer Tom Craig on an abandoned rooftop in London.

Payne rose to fame as a member of the boy band One Direction, which released five albums and headlined four world tours. They started disbanding in 2015 and went their separate ways soon after.





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