Camila Cabello becomes the latest Tommy Hilfiger Global Ambassador, fronting the campaign for Freedom Eau de Parfum, the brand’s new women’s fragrance. The Grammy-nominated singer-songwriter leads the launch as Tommy Hilfiger begins a new phase for its fragrance category.
FRAGRANCES
Freedom introduces what Tommy Hilfiger calls a Clean Amber olfactive direction. Master Perfumer Honorine Blanc and Perfumer Alexandra Monet created the composition with fresh and warm notes, drawing inspiration from the Tommy Hilfiger archives. Lychee opens the fragrance with a juicy brightness and dewy floral tones. Magnolia blossom forms the floral center, followed by vanilla blue at the base for a smooth warmth.
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The bottle translates familiar Tommy Hilfiger design codes into the fragrance format. Red, white and blue details accompany the classic Tommy stripe, while gold finishes add an architectural quality. A heavy glass base and triangular footprint define the shape. The bottle also features a red monogrammed cap and ribbed glass detailing.
Cabello leads the accompanying campaign under the direction of Gordon von Steiner. For the project, she records her own rendition of Queen’s “I Want To Break Free,” which serves as the campaign soundtrack. Tommy Hilfiger builds the campaign around the tagline “Make Every Moment Yours,” connecting the fragrance with self-expression, individuality and living in the moment.
The campaign also refers to the brand’s earlier relationship with music. Tommy Hilfiger previously worked with Beyoncé and Enrique Iglesias on fragrance campaigns during the early 2000s. Cabello continues that connection between scent and music for Freedom. She appears in a red dress, carrying the brand’s signature color into the new campaign.
Cabello described Tommy Hilfiger as classic and said the Freedom campaign resonated with her because of its focus on authentic self-expression and living fully in the moment. She also pointed to the campaign’s treatment of individuality as honest and natural.
Tommy Hilfiger called the launch a significant moment for the company, identifying Freedom as its first new prestige women’s fragrance in over a decade. The designer also described scent as another form of expression within the Tommy Hilfiger identity and cited Cabello’s music, authenticity and warmth as reasons for choosing her to introduce this phase.
Freedom joins a fragrance portfolio that includes Tommy, Tommy Girl and the Impact franchise. Tommy Hilfiger introduced its first perfume in 1996, and Tommy and Tommy Girl have remained part of the fragrance business for over 30 years. The company now uses Freedom to establish the next phase of its women’s fragrance offering and plans to continue developing the category through future products and launches.
