Tommy Hilfiger introduces Freedom Eau de Parfum, its first new prestige women’s fragrance in over a decade, with Camila Cabello fronting the launch as the brand’s new Global Ambassador. The fragrance opens a new chapter for the category through a campaign that connects scent with music, individuality and self-expression.
FRAGRANCES
Directed by Gordon von Steiner, the campaign features Cabello performing her own version of Queen’s “I Want To Break Free.” The track accompanies the campaign message, “Make Every Moment Yours,” which centers on individuality, self-expression and living fully in the present.
Cabello appears in a red dress, connecting the campaign with one of Tommy Hilfiger’s most recognizable colors. Her role also continues the brand’s long relationship with musicians in fragrance advertising. Tommy Hilfiger previously worked with Beyoncé and Enrique Iglesias on perfume campaigns during the early 2000s.
Cabello described the campaign as closely connected to her own ideas around authenticity and individuality. She also spoke about her long-standing view of Tommy Hilfiger as a classic brand and said the Freedom concept felt honest and natural to her.
The fragrance itself introduces what Tommy Hilfiger defines as a Clean Amber direction. Master Perfumer Honorine Blanc and Perfumer Alexandra Monet developed the composition with a mix of fresh floral notes and warmer elements.
Lychee opens the scent with a bright, juicy character accompanied by dewy floral tones. Magnolia blossom sits at the center of the composition, adding depth to the floral profile. Vanilla blue forms the base and gives the fragrance a smooth, warm finish.
The bottle translates several Tommy Hilfiger design codes into a compact fragrance format. Red, white and blue detailing references the brand’s signature palette, while the Tommy stripe appears alongside gold finishes. A heavy glass base gives the bottle weight, and its triangular footprint creates a distinctive silhouette. A red monogrammed cap and ribbed glass complete the design.
Tommy Hilfiger described Freedom as an important step for the company’s fragrance business. The designer pointed to scent as another way to communicate the brand’s identity and named Cabello’s music, warmth and ability to connect with audiences as central reasons for choosing her for the campaign.
Freedom Eau de Parfum joins a fragrance portfolio that already includes Tommy, Tommy Girl and the Impact franchise. Tommy Hilfiger introduced its first perfume in 1996, while Tommy and Tommy Girl have remained part of the brand’s fragrance offering for more than three decades. With Freedom, the company begins a new phase for women’s fragrance and plans to build on the launch with further products and future releases.
