Introducing Liam Payne, the new face of HUGO Parfums. A symbol of a generation empowered to act in the here and now, Liam embodies the HUGO spirit and encourages today’s young people to reach out and grab opportunities. Joining the HUGO family, Liam will spread an important message to his 20 million Instagram followers and others: to be the heroes of their own lives – because now is the only moment you own.
Following the HUGOxLiamPayne fashion capsule collection, he will feature in the new HUGO NOW Parfums campaign #MyTimeIsNow to launch the limited-edition scent HUGO NOW as of January 2020.
“I have always loved HUGO as a brand, to be the face of their fashion and now fragrances make me feel pretty good. The brand really represents who I am, and it’s been awesome to work with such a creative team.” – Liam Payne, HUGO ambassador.