HUGO has announced the launch of its HUGO x Liam Payne capsule collection. The 10 piece capsule collection will be available on the @hugo_official Instagram channel for an exclusive 24-hour period from 4 July, before dropping globally on 5 July. The Instagram exclusive is the latest example of HUGO’s digital-first attitude, offering customers the ability to “see now, buy now” as well as offering a seamless shopping experience through its social media platform. 

HUGO previously announced British musician Liam Payne as its global brand ambassador and the collection is Liam's first with the brand.