Liam Payne Confirms That He Smells Really Great Now, but Maybe Not When He Was in 1D

For the last 10 or so months, most people’s lives have seriously slowed down. With shelter-in-place and lockdown orders mandated around the world, it’s no surprise that many celebrities’s once-busy and hectic public lives have come to a startling halt, but this hasn’t necessarily been the case for Liam Payne.

Besides churning out new music, the singer has been very busy this year. Not unlike most of us, he’s joined TikTok and discovered the benefits of sustainability, but he’s also gotten engaged to girlfriend Maya Henry and even held a livestream concert series. Long story short, Payne’s life hasn’t changed pace, so it makes a lot of sense that he’s updating his résumé with yet another accomplishment: being the face of a sexy new fragrance.

The partnership itself isn’t new – Payne has been an ambassador for Hugo for the last few years – but the presence of Payne’s smoldering stare in the latest campaign for Hugo Man seems fitting. After all, 2020 was the year of significant anniversaries for both the brand and Payne: Hugo Man not only celebrated its 25th birthday, but July 23 marked the 10th anniversary of One Direction. While 1D fans didn’t get exactly what they’d hoped for (i.e. a band reunion), even the most soured superfans can feel a sense of pride for Payne’s personal evolution.

Ahead, Payne shares what he’s been up to while staying home, his plans for 2021, the tattoo he loves (now), and how an unlikely TikTok collaboration came to be.