British singer and songwriter Liam Payne has been announced as the new face of HUGO Parfums. Liam embodies the HUGO spirit and encourages today’s young people “to reach out and grab opportunities – because now is the moment you own.” 

Joining the HUGO family, he will be spreading an important message to empower his Instagram followers to take charge of their lives and seize the moment. 

Following the HUGOxLiamPayne fashion capsule collection, he will feature in the new HUGO Parfums campaign #MyTimeIsNow to launch the limited-edition scent HUGO NOW in March 2020. 

I have always loved HUGO as a brand, to be the face of HUGO fashion and now fragrances makes me feel pretty good. The brand really represents who I am, and it’s been awesome to work with such a creative team.” – Liam Payne, HUGO ambassador

HUGO NOW will be available from March 2020 at all departmental stores islandwide, Sephora and, and retails at $92 for 75ml and $131 for 125ml.