opens the door to a new adventure with HUGO NOW: a limited edition scent inspired by the power of NOW. A symbol of this free-spirited and young-at-heart attitude, HUGO partners with artist Liam Payne to inspire his peers to seize the only moment they own: NOW. #MyTimeIsNow

“For me, ‘My Time is Now’ is that moment when you feel really happy and proud of where you are at. I’m so lucky to be able to enjoy ‘My Time’ with amazing people and to have had all the support I have” – Liam Payne, HUGO Ambassador

The #MyTimeIsNow campaign

Speaking direct to today’s young people, #MyTimeIsNow is a call-to-action that says: live in the present and become the hero of your own life. The new campaign film is directed by Colin Tilley and shot by Alasdair McLellan, in Berlin, a city which embodies perfectly the HUGO spirit: young, free-spirited, playful. The film itself is a big bang of powerful snapshots. Liam Payne embracing the present moment, from his brief but passionate encounter with a young woman, played by supermodel Stella Maxwell, to appearing on stage as himself. The film is set to speak to those who shape the world they live in, for whom every day and every moment is a new opportunity.

HUGO NOW limited edition

Created by respected fine fragrance perfumer Frank Voelkl, HUGO NOW is a frozen fresh scent that belongs to the Aromatic Watery family. The Aromatic Watery fragrance opens with a hit of Cardamom, a spicy and fusing note combined with the biting energy of Lemon zest, bringing light and freshness to the composition.

This cutting-edge freshness carries through to the heart, softened by the aromatic notes of Lavender. Paired with the cooling sensation of Mint and watery Aquozone, a frozen accord providing cold aquatic freshness. A fresh masculine dose of confidence to seize your moment, now! At the base, the elegant notes of the Haitian Vetiver, both rough and soft, cold and warm, earthy and smooth for an urban masculinity. The olfactive composition of HUGO NOW encourages those who wear it to discover the unknown, now! Because NOW is the only time.

HUGO NOW is crafted with a sleek minimalist design – the iconic HUGO flask-shaped flacon. Its frosted pale blue color reflects the idea that the sky is the limit if you just believe in yourself. A dose of confidence, it acts as an aesthetic reminder to embrace the challenge, seize the opportunities and succeed your own way.

Liam Payne: the embodiment of HUGO NOW

Liam Payne: As a singer, producer and creator with 20 million followers, he represents and leads a generation, one that’s intent on proving attitude is not about age, but about mindset, he knows life is about owning the moment he is in. That the only way he can change the game is by embracing the freedom to dream, to share and to do. Representing HUGO’s total franchise, Fashion and Fragrances – a first for the brand – Liam is set to spread the message that NOW is all you have, so it’s time to make the most of it #MyTimeIsNow.

HUGO NOW is available from January 2020 on in the following sizes: 75ml ($92) and 125ml ($131).

The HUGO fragrances are manufactured and distributed by Coty.