Seize the Moment

The collaboration between Liam Payne and Hugo Boss is set to endure. An ambassador for the ready-to-wear brand since the spring of 2019 and the co-creator of a capsule collection christened Hugo x Liam Payne, the former One Direction member has now become the face of Hugo fragrances with a debut campaign titled #MyTimeIsNow.

The limited-edition Hugo Now fragrance is described as a frozen fresh and aromatic watery scent that’s paired with mint and watery Aquazone, a frozen accord that gives off a cold aquatic freshness. Perfumer Frank Voelkl concocted the fragrance with cardamom and lemon zest for the top notes; lavender, mint, watery notes and ice as the middle notes; and lastly Haitian vetiver as the base note.