Tommy Hilfiger Releases New Juice with Camila Cabello

Tommy Hilfiger, part of PVH Corp. has introduced a new juice “celebrating liberty” called Freedom Eau de Parfum.

The new women’s scent is inspired by the enduring spirit that has defined the lifestyle brand since 1985, brand officials said. Created by Master Perfumer Honorine Blanc and Perfumer Alexandra Monet, Freedom introduces clean amber, blending freshness with warm notes to create a sophisticated scent, per the brand. The Tommy Hilfiger archives served as a source of inspiration throughout the process, reconnecting the brand to its fragrance heritage through a contemporary lens. The fragrance opens with sparkling hints of lychee, delivering a juicy brightness layered with dewy floral tones. At its heart, magnolia blossom radiates depth, while a base of vanilla blue reveals a smooth warmth.

Tommy Hilfiger Freedom joins a growing scenting portfolio that includes the iconic Tommy and Tommy Girl fragrances, enduring favorites for more than 30 years, alongside the Impact franchise.

“Launching our first new prestige women’s fragrance in over a decade is a very special moment for our brand,” said Tommy Hilfiger. “Since introducing our first perfume in 1996, we’ve always seen scent as another way to express the optimistic Tommy Hilfiger spirit. Freedom is a celebration of where we’ve come from and where we’re going next.”

Signature Packaging

The scent is encased in a bottle that embodies the signature design codes of Tommy Hilfiger, reinterpreted through elevated textures, timeless patterns and modern craftsmanship. The packaging blends the classic Tommy stripe with signature red, white and blue accents, with gold finishes that offer a refined architectural feel. Inspired by the brand’s fragrance archives, the design is defined by its heavy glass base, unique triangular footprint, bold red monogrammed cap and signature glass ribbed detailing, creating a sculptural silhouette that feels both timeless and modern.

Campaign with Camila Cabello

Marking the launch, Grammy-nominated singer-songwriter Camila Cabello becomes the latest Tommy Hilfiger global ambassador, joining the long line of cultural icons who have fronted fragrance campaigns for the brand. This milestone signals the beginning of a new chapter for Tommy Hilfiger fragrance and reinforces expanding one of the business’ important lifestyle categories, officials said.

“I’ve always found Tommy Hilfiger to be classic and timeless,” said Cabello. “I’m honored to be part of this fragrance campaign, which celebrates expressing yourself authentically and living completely in the moment. It embraces individuality in a way that feels honest, effortless and real.”

Developed manufactured and distributed worldwide by Give Back Beauty, under its long-term fragrance partnership with Tommy Hilfiger, Freedom Eau de Parfum will be available beginning this month in 100ml ($99), 50ml ($79), 30ml ($69) and 10ml ($29) sizes at tommy.com and select retailers worldwide.

Watch the campaign here: