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Liam Payne brings back his Blue Steel to champion ethical fashion with new Hugo Boss collection


Liam’s new collection is highlighting responsible fashion (Picture: HUGO)

Liam Payne has teamed up with Hugo Boss for yet another collection and this time round, he’s bringing his Blue Steel back to highlight ethical fashion.

The One Direction star, 27, is an ambassador for the fashion house and is dropping his third collection with Hugo Boss – this time choosing to focus on sustainability while doing so.

Of course, Liam made sure to model the new designs and treated fans to a brooding photoshoot of him rocking his best Blue Steel – giving Zoolander a run for his money while working the camera from every angle.

Flashing his tattoos, Liam worked his way through a series of outfit changes, showcasing a variety of logo T-shirts, shirts and cool tracksuits.

The minimalistic shoot saw Liam flaunting his catwalk credentials as he posed up a storm while surrounded by plants and some serious mood lighting.

Liam teased his 21.7million Instagram followers with a sneak peek of his Hugo Boss collaboration by sharing a short video from him in action on set.

The singer perfects his best Blue Steel in the shoot (Picture: HUGO)
The collection is made up of cool logo T-shirts in earthy colours (Picture: HUGO)

Clearly thrilled with the shoot and his designs, the Strip That Down hit-maker wrote alongside his post: ‘I’m excited to share with you all my new capsule collection with @hugo_official!

‘With this third collection we wanted sustainability to be at the heart of the products, using different materials and styles to make something really special for everyone.’

The collection focuses on responsible fashion and is in partnership with Cotton Made in Africa, an initiative that has worked alongside Hugo Boss since 2019.

The initiative helps to improve the living conditions of African cotton farmers and their families and shares environmentally friendly methods of cotton cultivation.

Liam’s also designed sweatshirts and tracksuits (Picture: HUGO)
It’s the 1D star’s third collection with the designer (Picture: HUGO)
The line supports the Cotton Made in Africa initiative (Picture: HUGO)

Liam’s collection boasts earthy colours – think off-whites, beige and your khaki greens – and is a mix of cool tees, sweatshirts, polo-shirts, tracksuits and utility suits.

‘I think with everything going on this year, we’re all thinking about the future a lot more than we used to,’ Liam said.

‘I’m proud of what we’ve achieved with this capsule; it looks great and at the same time is highlighting the important work that Cotton made in Africa does.’

It follows on from Liam’s underwear collection with Hugo Boss that dropped last year and brought with it a naked photoshoot that his mum wasn’t exactly best pleased about.

In April, Liam revealed his mum’s hilarious reaction to that steamy shoot with model Stella Maxwell – y’know the one, where she’s basically covering his modesty by lying on top of him while topless – and she was, well, shocked.

‘She saw the shots just before they came out and obviously there’s some very raunchy ones of me and Stella – so I tried to show my dad first to soften the blow,’ he recalled to The Sun.

‘She was like, “What’s that?” and saw Stella draped across me in this picture ands then she hit me around the earhole.’

Liam joked: ‘It took me right back to my childhood straight away.’

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