HUGO has announced British musician Liam Payne as its global brand ambassador. Liam will front his first campaign for the brand this summer. He has also collaborated with the brand to create HUGO x Liam Payne capsule, inspired by his personal style. The capsule is due to be revealed during July's Berlin Fashion Week, with a concert and presentation and pieces will be available to buy after the event. 

Sitting under the HUGO BOSS Group, the BOSS and HUGO brands have clearly defined and separate identities – while BOSS is synonymous with craftsmanship and tailoring expertise, HUGO is the digital-first, rule-breaker collection with tailoring at its core and a strong streetwear influence.