Tommy Hilfiger is returning to the world of prestige women’s fragrance, and it is doing so with a familiar language of music, individuality and self-expression. The brand has chosen Grammy-nominated singer-songwriter Camila Cabello as the face of its new fragrance, Freedom.
The launch marks Tommy Hilfiger’s first new prestige women’s fragrance in more than a decade and introduces a new olfactive direction for the house with clean amber at its centre.
Created by master perfumer Honorine Blanc and perfumer Alexandra Monet, Freedom opens with lychee and dewy floral notes before moving into magnolia blossom and a warm vanilla-blue base. The composition feels fresh yet warm, blending luminous floral notes with a softer, sensual finish.
Cabello takes centre stage in the launch campaign, performing her own rendition of Queen’s “I Want to Break Free.” The choice links the fragrance to freedom and Tommy Hilfiger’s long history of bringing music and fashion together.
The campaign carries the message “Make Every Moment Yours,” placing individuality and living in the moment at the heart of the launch.
It also looks back at Tommy Hilfiger’s fragrance heritage, recalling the brand’s music-driven campaigns from the early 2000s, which featured artists including Beyoncé and Enrique Iglesias.
For Tommy Hilfiger, the new fragrance is therefore more than a standalone launch. It represents a return to a category that has been part of the brand’s identity since the introduction of its first perfume in 1996.
Freedom joins an existing portfolio that includes Tommy, Tommy Girl and the Impact fragrance franchise. According to the brand, the new scent is intended to lay the groundwork for further fragrance innovation and launches.
“Launching our first new prestige women’s fragrance in over a decade is a very special moment for our brand,” Tommy Hilfiger said, describing fragrance as another way of expressing the brand’s optimistic spirit.
The choice of Cabello reflects that philosophy. Known for connecting music with a distinctly personal sense of style, she brings a contemporary dimension to the campaign while linking the new fragrance to the brand’s long-standing relationship with music.
For Cabello, the collaboration also reflects an idea that extends beyond fragrance.
“I’ve always found Tommy Hilfiger to be classic and timeless,” Cabello said, adding that Freedom celebrates authentic self-expression and living fully in the moment.
That idea is reflected in both the fragrance and its campaign. Rather than positioning Freedom simply around a traditional beauty image, Tommy Hilfiger is using music, fashion and personality to frame the scent as part of a broader expression of individuality.
Freedom Eau de Parfum launches this month in four sizes—100ml, 50ml, 30ml, and 10ml—available online and through select retailers worldwide.
Developed, manufactured and distributed globally by Give Back Beauty as part of its long-term fragrance partnership with Tommy Hilfiger, the launch opens a new chapter for the brand’s fragrance business.
With Camila Cabello at its centre and music once again woven into the storytelling, Freedom brings Tommy Hilfiger back to prestige women’s fragrance with a campaign built around one simple idea: making every moment your own.