It appears that Hugo Boss has taken a page out of Calvin Klein's book. Hugo Boss recently cast Liam Payne in their new underwear campaign, alongside Victoria's Secret Angel Stella Maxwell. In the campaign, Payne and Maxwell lounge in the brand's boxer briefs, with the seductive photographs bearing a striking resemblance to the current Calvin Klein campaign with fellow tattooed singer Justin Bieber and his model wife Hailey Bieber.
The campaign is for Payne's collaboration with the brand's bodywear line and in an interview with GQ, he expressed his thoughts on stripping down to his skivvies for the camera.
"Before we landed the deal with Hugo I’d gone into my gym and said, 'I'm going to get an underwear commercial.' I just wanted to do it; I knew I could do it. And then it actually happened! And I worked my ass off and I'm still hitting the gym: I didn't realize once you get on that thing you can't really turn it off."
When it came down to posing with Stella Maxwell, Payne recalled that she ended up "a lot more naked" than he'd initially anticipated and reflected on the explicitness of the shoot during a cigarette break.
"'I have basically just shot soft-core porn.' For one, my mum is going to kill me."
But, at the end of the day, we can all thank Hugo Boss for gifting humanity with one of the sexiest campaigns of the past year, coming to a billboard near you.
What do you think of Liam Payne's new campaign? Are these shots too hot to handle? Let us know your thoughts on this story in the comments section.