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.
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:
“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.