Hugo releases new Liam Payne and Stella Maxwell intimates campaign

today Nov 4, 2019
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Pop-star-turned-fashion-favourite Liam Payne is continuing his link with Hugo Boss’s Hugo brand as the face of the label’s bodywear range. 

Liam Payne and Stella Maxwell in the new Hugo campaign

Following the release of his first capsule collection for Hugo, he’s been shot inside an apartment in Berlin for a new campaign alongside model Stella Maxwell, who’s a Victoria’s Secret Angel and the face of Max Factor.

Both are wearing signature styles from the underwear collection in a campaign with a storyline of a young couple who’ve escaped to Berlin with the paparazzi hot on their trail. “These pics are a glimpse of their time hiding out in a secret apartment together,” the company said.  

Mixing colour with black and white pictures, the pair have been shot by photographers Mert Alas and Marcus Piggott in a sexually-charged series of images that have certainly excited the interest of tabloid headline writers. The release of the pictures on Monday sent them into overdrive.

But regardless of the fact that one shot sees Maxwell wearing Payne’s underwear, while he’s naked, it follows the familiar pattern of sexy men’s intimates advertising that we’ve become used to from labels such as Calvin Klein and Dolce & Gabbana.

The bodywear range, comprising trunks, boxer briefs, and tank tops “borrows from the motif-heavy aesthetic of the core collection,” we’re told. Underwear styles are topped with waistbands in signature Hugo red with statement contrast logos, while sporty tank tops have vertical logos stitched onto their hemlines.

As mentioned, the campaign has debuted today with a global rollout just in time for the holiday season and is the latest project in an exclusive partnership with Payne that will see him front a series of campaigns for the brand over the next two years.

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