Liam Payne as a HUGO BOSS Ambassador.

Liam Payne was first announced as a brand ambassador for Hugo (the younger line of Hugo Boss) in May 2019, a collaboration that included a capsule collection and bodywear campaign, and he later became the global brand ambassador for Hugo fragrances in January 2020.

Here’s a breakdown of the timeline:
May 2019:
Liam Payne was named the new global brand ambassador for Hugo, a role that involved collaborating on an apparel capsule collection and being the face of the brand’s bodywear collection.

January 2020:
He expanded his partnership with Hugo Boss to become the global brand ambassador for Hugo fragrances, launching the #MyTimeIsNow campaign and the limited-edition Hugo Now fragrance.

Liam Payne has designed capsule collections in collaboration with HUGO, the younger diffusion line of Hugo Boss. The musician became a part-time designer, collaborating on multiple collections that fuse his personal style with HUGO’s youthful designs, including sportswear elements, statement logos, relaxed tailoring, and a chevron motif from his tattoo. He has launched several collections with the brand since 2019.