Former One Direction band member Liam Payne has become the latest celebrity to be tapped as the face for Hugo Boss Parfums.
The 26-year-old was first signed by the luxury company in 2019 to appear in campaigns for its men’s fashion line.
In his new role, Payne will front Hugo Parfums’ #MyTimeIsNow project to launch the new limited edition scent Hugo Now.
“I have always loved Hugo as a brand, to be the face of Hugo fashion and now fragrances makes me feel pretty good,” said Payne.
“The brand really represents who I am and it’s been awesome to work with such a creative team.”
The Coty-licensed fragrance brand has previously worked with Australian actor Chris Hemsworth to launch its Infinite fragrance; Fifty Shades of Grey star Jamie Dornan, to front the campaign for its Boss The Scent line; and England striker Harry Kane as a brand ambassador.