TOMMY HILFIGER FREEDOM: NEW FRAGRANCE LAUNCH WITH CAMILA CABELLO AS GLOBAL BRAND AMBASSADOR

Inspired by an icon from the brand's archives, the fragrance is brought to life through a campaign starring Camila Cabello, who reimagines Queen's anthem “I Want To Break Free” while dressed in classic “Tommy” red.

AMSTERDAM, THE NETHERLANDS (September 2026) – Tommy Hilfiger, which is part of PVH Corp. [NYSE: PVH], introduces TOMMY HILFIGER Freedom Eau de Parfum, a new women's scent inspired by the enduring spirit that has defined the lifestyle brand since 1985. 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.

TOMMY HILFIGER Freedom introduces Clean Amber, a new olfactive positioning for a TOMMY HILFIGER fragrance, blending unmistakable freshness with warm, enveloping notes to create an effortless and sophisticated scent. The TOMMY HILFIGER archives served as a source of inspiration throughout the process, reconnecting the brand to its fragrance heritage through a contemporary lens. Created by Master Perfumer Honorine Blanc and Perfumer Alexandra Monet, 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.

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 design language, the bottle 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.

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

Directed by Gordon von Steiner, the campaign sees Camila Cabello reimagine Queen's anthem "I Want To Break Free." Her rendition of the track becomes the soundtrack to the campaign tagline "Make Every Moment Yours," celebrating the freedom to live authentically and embrace every side of yourself. The story pays tribute to the legacy of TOMMY HILFIGER fragrances, building on the defining music collaborations of the early 2000s with Beyoncé and Enrique Iglesias. Dressed in an iconic red dress, Camila continues a tradition of unforgettable statement pieces in the signature brand color, that have become defining moments in its campaigns.

"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. Camila brings an incredible ability to connect with people through her music, authenticity and warmth, and I couldn't imagine a better ambassador to introduce this new chapter."

TOMMY HILFIGER Freedom joins a growing portfolio that includes the iconic Tommy and Tommy Girl fragrances, enduring favorites for more than 30 years, alongside the Impact franchise. As the first new prestige women's perfume in over a decade, this launch lays the foundations for Tommy Hilfiger’s next generation of fragrances, with the offering set to expand through future innovation and launches.

Friends and followers of the brand are invited to join the conversation on social media @TommyHilfiger, #TommyHilfigerFragrance and @Camila_Cabello.