Ever since Hugo launched its newest bodywear campaign we’ve been seeing a lot of Liam Payne in his underwear. The shoot, which also features model Stella Maxwell, was shot at an apartment in Berlin and, Liam says, required more than a little tequila. But considering the pictures have taken over billboards across the country, the efforts seem to have paid off.
Liam, though, is still on the promo trail to talk everything underwear-related, and last night invited guests to the Flannels store on Oxford Street for a party featuring a set by DJ Fat Tony. Before the dancing started, though, he sat down with Maya Jama for a chat.
The shoot, he explained, made him worry about his family’s reaction. ‘It was gradually getting less and less clothing,' Liam said. ‘And all the time, I was wondering “what’s my mum going to think about this?”’
Liam has worn many Hugo Boss looks on the red carpet over the years, and was tapped to work with them earlier this year on a capsule collection. ‘I knew if I wanted to do something in fashion it should be with HUGO,’ he said. ‘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.’
He was, however, daunted. ‘What the hell have I got myself into,' he recalled of the design process. ‘But it’s very like music - once you know what the hit is, you know what people want from you.’ For him, access was key: ‘I tried to make everything as unisex as possible.’
‘I prefer boys pants to girls pants,' Maya interjected. ‘Boxers all the way.’
Liam has, luckily, covered up for winter. ‘At the moment, I’m wearing a lot more tailoring,' he said. ‘I like suits. I feel like I do a proper job.’
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