Payne was named the first global brand ambassador for German brand Hugo Boss in May 2019. The first Hugo x Liam Payne capsule collection was revealed during Berlin Fashion Week in July 2020. His second capsule collection with Hugo Boss was launched in May 2020. The collection, which mainly consists of men’s wardrobes, includes polo shirts, T-shirts, shorts, hoodies, sweatpants and a pair of sneakers. In January 2020, Payne starred in the Hugo Boss fragrance campaign for their perfume Hugo Now.
In June 2021, Payne launched a non-fungible token (NFT) digital artwork collection, entitled “Lonely Bug”. On 25 January 2022, he dedicated a separate Twitter account @PaynoETH solely to cover the subject.
