After getting naked for his first Hugo Boss campaign – one which he famously described as “soft-core porn” – Liam Payne is back for round two (though with marginally more clothing this time around).
The former One Direction star, 26, has teamed up with the luxury fashion house for a new 14-piece capsule collection of athleisure-wear, and has wasted no time removing some of it for the promotional campaign, shot by photographer Tom Craig.
With a fresh palette of black, white, navy, and red, the collection sees Hugo Boss’ signature logo rebranded as ‘HUGO93.LP’, in a nod to ‘Strip That Down’ singer Payne’s year of birth.
Check out some of the campaign highlights below:
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