Liam Payne’s star is rising. After embarking on a solo career and launching his latest album LP1, he went on to collaborate with Hugo for a capsule collection. And now, the 27-year-old English crooner is fronting the fashion house’s campaign for its new fragrance, Hugo Now. Here’s what Payne has to say about this development.

Liam Payne for Hugo Now. Photo: Hugo Fragrances
Liam Payne for Hugo Now. Photo: Hugo Fragrances

May we say, Hugo made a great choice in having you front its new fragrance. Tell us, what’s the best compliment you’ve got from wearing Hugo Now?   

Thank you. It’s really an honour. I’ve had many comments like “you smell fresh”. But I think the best one – or the strangest depending on how you see it – was when I was at an event and everyone there just wanted to smell me. I’m a little more used to giving autographs and posing for pictures.

Definitely unusual. You mentioned people describing the fragrance as “fresh”, which is a little generic. How is Hugo Now different from the rest?

To me, “fresh” fragrances are minty, citrusy or bitter. I find Hugo Now to be a good balance of these notes. There’s something about the mix of lavender, mint, vetiver and lemon zest that feels so energising. I also like the spicy kick from cardamom.

Liam Payne for Hugo Now. Photo: Hugo Fragrances
Liam Payne for Hugo Now. Photo: Hugo Fragrances

The hash tag for the fragrance campaign is #MyTimeIsNow. What’s your #MyTimeIsNow moment?

Going on X Factor in 2008 was a risk. But the real leap of faith for me was when we were asked to form One Direction. We knew we would be surrounded by amazing names in the business, and no one really knew how it was going to go. Luckily for the band, it went really well. Otherwise, I wouldn’t be where I am right now, would I?

If you were to write a song with the title of ‘Now’, what would it be about?

It will be about reminding people to live in the present. I’ve noticed that we’re always so busy planning the next thing down the line that we forget to appreciate the moment. We need to be more in the now. AM

Hugo Now by Hugo Fragrances is available at Sephora and all major department stores

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written by.
Syed Zulfadhli
Syed Zulfadhli knows a thing or two... thousand about skincare and grooming.

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