Liam Payne has been dropped by fashion brand Hugo. His last shoot with them was six months ago, and since then Hugo has signed another celebrity to be the face of their brand - Big Matthew, a Kpop rapper and producer. They have a new logo too.
If Liam was still signed to Hugo, his contract would not permit him to pose in photos with the name of a rival brand - Emporio Armani - displayed so prominently.
This new video is a show reel for Liam. He's hoping to attract another brand deal, but that's unlikely following the LP1 fiasco and the Oscars debacle, together with all his talk about being an alcoholic.