Liam Payne has been unveiled as a global brand ambassador for Hugo, and has collaborated with the German fashion house on an exclusive capsule collection, launching at Berlin Fashion Week.

The Polaroid hitmaker stars in a new campaign, shot by renowned photographer duo Mert Alas and Marcus Piggott, aka Mert and Marcus, and commented 'I knew if I wanted to do something in fashion it should be with Hugo. They design clothes that guys like me want to wear. Fashion started out as a hobby for me, but I’m loving being part of the creative process'.