Liam Payne Stars In New HUGO NOW Fragrance Campaign

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On the set of my HUGO NOW fragrance campaign. Let me know what you think of the fragrance? @hugo_official #MyTimeIsNow #HUGOMan

A post shared by Liam Payne (@liampayne) on Feb 10, 2020 at 10:48am PST

Liam Payne stars in Hugo Boss’ campaign for their new fragrance, HUGO NOW. The young singer is joined by model, Stella Maxwell, in this new campaign set to be released in just a few weeks.

Liam teamed up with the fashion house as one of their global brand ambassadors late last year before starring in multiple campaigns for them. His most recent campaign was to model the newest underwear for men before filming this campaign.

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HUGO NOW, a unique scent for him. Designed to spark your sense of purpose, it contains three main ingredients: exhilarating lemon zest, masculine vetiver, and a heart of classic lavender. Available now at the link in our bio #MyTimeIsNow

A post shared by HUGO (@hugo_official) on Feb 6, 2020 at 6:52am PST

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Introducing HUGO NOW, our latest fragrance. Featuring @liampayne and @stellamaxwell, the campaign celebrates the power of the present. What would you dare to do? #MyTimeIsNow

A post shared by HUGO (@hugo_official) on Feb 5, 2020 at 8:31am PST