Hugo Boss signs former One Direction band member Liam Payne as latest face

The ‘Stack It Up’ singer first teamed up with the brand to model for its fashion line

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.

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