HUGO x Liam Payne Pop-Up Launch at Aventura Mall

Photography by Kyle McLaughlin on August 1st, 2019 in Aventura Mall, Celebrity, Lifestyle

HUGO x Liam Payne Pop-Up Launch Featuring Liam Payne from World Red Eye Films on Vimeo.

Aventura, FL – July 27, 2019 – HUGO celebrates the much anticipated HUGO x Liam Payne capsule collection with the opening of the first ever pop-up shop for the brand at Aventura Mall. The HUGO x Liam Payne capsule is the debut of a new partnership that will see the musician front a series of campaigns for the brand, starting this summer. HUGO, together with Liam in his role as the brand’s new global ambassador, have designed an exclusive capsule, available to buy now. Fans and guests gathered to meet Liam Payne and to get a first look at the new collection up close. During the event Liam shared his perspective on the collaboration as he conversed with the evening’s host Y100 Miami’s Enrique Santos.

Following the Pop-Up guests were invited to join Liam to continue the celebration back at the HUGO Store, which was recently reopened in a new space at Aventura Mall. The collection features clothing, footwear and accessories that blur the line between formalwear and athleisure. Fitting to Liam’s lifestyle, the pieces are perfect for everyday; clothes that, in Liam’s words, “take you from the plane to the festival in style”. The overall look is equal parts incognito and unmistakable, fusing unique design elements like reflective tape trims and statement logo graphics with easy-to-wear silhouettes. Inspired by Liam’s personal style, the capsule includes design references to his first tattoo: the black chevrons on his right forearm.

The pop-culture icon puts his own twist on signature HUGO designs, creating pieces that breathe new life into the current trend for streetwear. The HUGO X Liam Payne Collection first launched early July during Berlin Fashion Week where Liam joined the celebration to perform Strip That Down, For You and Polaroid for party guests.

The collection was made available to shop exclusively via HUGO Instagram on the night of the event. The HUGO X Liam Payne Collection is available at the recently reopened HUGO store at Aventura Mall and also available to shop now on Hugo.com.