Liam Payne Is The New Face Of HUGO Now

21 January 2020
Grooming, Perfume, HUGO, Celebrities, Liam Payne

The former One Direction star fronts HUGO’s latest campaign

What do you do once you’ve beaten all comers to win The X-Factor, conquered the world with the biggest boy band for a decade and embarked on a solo career that’s scored you top-ten hits on both sides of the Atlantic?

The answer, if you’re Liam Payne, is to keep making power moves. And in this case that means signing a deal to be the face of the latest fragrance from HUGO.

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HUGO Now is the latest limited edition fragrance from HUGO and follows on from nailed-on classics like HUGO Man and HUGO Red.

After his clothing collaboration with the brand, HUGOx LiamPayne, which damn near broke the Internet late last year, Payne will now front HUGO’s #MyTimeIsNow campaign that launches this month.

The limited-edition HUGO Now scent is “a frozen fresh, aromatic paired with mint and watery Aquozone, a frozen accord providing cold aquatic freshness.”

In short: it’s fresh.

Chosen to rep the fragrance by HUGO because he ‘lives in the moment’, inspiring so many young people to do the same, Payne said of the collaboration:

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“I have always loved HUGO as a brand, to be the face of HUGO fashion and now fragrances makes me feel pretty good. The brand really represents who I am, and it’s been awesome to work with such a creative team.”

Singer, producer, model, father; no one can accuse Liam Payne of not making the most of life. And now he smells as good as he looks.