Tommy Hilfiger is returning to the women's prestige fragrance category with a new scent and a familiar language of music, fashion and self-expression. The brand has introduced TOMMY HILFIGER Freedom Eau de Parfum, its first new prestige women's fragrance in more than a decade, with Grammy-nominated singer-songwriter Camila Cabello named as the campaign's Global Ambassador.
The launch was announced by PVH, Tommy Hilfiger's parent company, on September 15, 2026. According to the company, Freedom is inspired by the enduring spirit that has shaped the TOMMY HILFIGER lifestyle brand since 1985 and marks a new chapter for its fragrance business.
A New Scent Built Around Clean Amber
At the center of the launch is TOMMY HILFIGER Freedom, which PVH describes as introducing a new "Clean Amber" olfactive positioning for the brand. The fragrance was created by Master Perfumer Honorine Blanc and Perfumer Alexandra Monet, with the Tommy Hilfiger archives serving as inspiration during its development.
The composition begins with sparkling hints of lychee, which the company describes as bringing a juicy brightness and dewy floral character. Magnolia blossom forms the heart, while Vanilla Blue provides the warm finish.
The fragrance also gives Tommy Hilfiger's visual identity a more elevated treatment. According to PVH, the bottle combines the classic TOMMY stripe with the brand's signature red, white and blue accents, along with gold finishes that give the design an architectural feel.
Its sculptural construction includes a heavy glass base, triangular footprint, ribbed glass detailing and a bold red monogrammed cap. Rather than introducing an entirely separate visual language for the fragrance, the packaging uses recognizable TOMMY HILFIGER codes in a more refined format.
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Camila Cabello Brings a Music-Led Campaign to Freedom
The campaign gives the fragrance a distinctly musical introduction. Directed by Gordon von Steiner, it features Cabello reimagining Queen's "I Want To Break Free," with her rendition serving as the soundtrack for the campaign's "Make Every Moment Yours" tagline.
PVH says the campaign celebrates authentic self-expression and pays tribute to the history of TOMMY HILFIGER fragrance advertising. The company points specifically to music collaborations with Beyoncé and Enrique Iglesias during the early 2000s as part of that heritage.
Cabello appears in an iconic red dress for the campaign, continuing the brand's use of its signature color in fragrance imagery. In a statement released by PVH, Cabello said she has always found Tommy Hilfiger to be "classic and timeless" and said the Freedom campaign reflects individuality and authentic self-expression.
Her appointment also gives the new fragrance a recognizable music-industry face at a moment when Tommy Hilfiger is expanding its fragrance portfolio. For the brand, however, the partnership is tied as much to the campaign's message as to Cabello's musical career.
Tommy Hilfiger described the launch as a significant moment for the fragrance business. "Launching our first new prestige women's fragrance in over a decade is a very special moment for our brand," he said in the PVH announcement.
The designer also pointed to the company's fragrance history, noting that Tommy Hilfiger introduced its first perfume in 1996. He said Freedom represents both the brand's fragrance heritage and the direction it is taking next, while describing Cabello's music, authenticity and warmth as qualities that made her a fitting ambassador for the launch.
What to Know About the New Tommy Hilfiger Fragrance
Freedom joins an established TOMMY HILFIGER fragrance portfolio that includes Tommy, Tommy Girl and the Impact franchise. According to PVH, Tommy and Tommy Girl have remained part of the brand's fragrance offering for more than 30 years.
The new Eau de Parfum is being developed, manufactured and distributed worldwide by Give Back Beauty under its fragrance partnership with Tommy Hilfiger. PVH says the fragrance will be available beginning in September 2026 through tommy.com and select retailers worldwide.
The fragrance comes in four sizes: 100ml, 50ml, 30ml and 10ml. PVH lists recommended retail prices of €79, €59, €49 and €29, respectively.
For Tommy Hilfiger, Freedom is more than a new addition to an existing fragrance lineup. The company says the launch lays the foundation for the next generation of its fragrance business, with further innovation and launches expected to follow.
With Cabello leading the campaign and Queen's "I Want To Break Free" providing its musical centerpiece, TOMMY HILFIGER Freedom brings together several elements that have long featured in the brand's identity. The September 2026 launch now gives those elements a new setting in the company's first new prestige women's fragrance in more than a decade.
