Fashion Focus: HUGO X Liam Payne

Fashion Focus: HUGO X Liam Payne



HUGO x Liam Payne season three puts sustainability in the spotlight.

This winter, HUGO builds on its strong partnership with ambassador Liam Payne and Cotton made in Africa to launch a new responsible fashion offering.

HUGO and Liam Payne unveil their third collaborative collection, a capsule of unisex pieces presented in earthy shades of off-white, beige, khaki, and clay. The new designs feature aerial shots of the planet as all-over prints and a new forest-inspired chevron motif.

T-shirts, sweatshirts, sweatpants, polo shirts, and a utility shirt and pant set make up the exclusive unisex capsule. Each features an interpretation of the iconic HUGO logo, either as a subtle detail or in oversized form across the chest or upper back.

Inspired by their shared desire for a better future, HUGO and Payne put the spotlight on responsible fashion this season. Each of the nine pieces that make up the capsule is designed in support of Cotton made in Africa. A partner of HUGO BOSS since 2019, the Cotton made in Africa initiative works to improve the living conditions of African cotton farmers and their families, sharing environmentally friendly methods of cotton cultivation.

“I think with everything going on this year, we’re all thinking about the future a lot more than we used to,” Payne says. “I’m proud of what we’ve achieved with this capsule; it looks great and at the same time is highlighting the important work that Cotton made in Africa does.”

The full collection is now available online and in-store.

GO: Visit for more information.