Liam Payne Shares First Look at Steamy New Hugo Fragrance Campaign

Liam Payne
Jason Hetherington

Liam Payne

After joining forces with Hugo Boss for a risqué underwear campaign last year, Liam Payne is kicking off 2020 with a collab with the brand's fragrance line. The "Strip That Down" singer announced on Wednesday (Jan. 8) that he's also the face of Hugo fragrances.

"I’m excited to start the year by revealing a sneak peek of my first campaign as the face of Hugo fragrances!," Payne wrote on social media, sharing a pic of himself in a white T-shirt holding one of the Hugo bottles. "Hugo Now is available soon worldwide. Thanks to the Hugo dream team for making this happen!"

Judging by the first image from his fragrance shoot, it seems Payne's latest Hugo campaign might be a little more in his comfort zone. The shoot for the underwear ad required him to be fully naked, and he admitted to British GQ that he couldn't help thinking, "my mum is going to kill me." Luckily for Payne, this one feels pretty mum-approved. 

Check out Payne's latest Hugo campaign below.


The Biz premium subscriber content has moved to

To simplify subscriber access, we have temporarily disabled the password requirement.