Tommy Hilfiger is bringing one of its old fragrance names back, but this time, Freedom has a very different face.
The brand has launched Freedom Eau de Parfum, its first major women’s fragrance release in more than a decade, with Camila Cabello serving as the face of the campaign.
The name is a nod to Tommy Hilfiger’s original Freedom fragrances from 1999. The new version keeps the spirit of that era but gives it a softer, more modern feel, built around lychee, magnolia blossom and vanilla.
Cabello takes that idea further in the campaign, putting her own spin on Queen’s “I Want to Break Free” rather than attempting to recreate the original. Directed by Gordon von Steiner, the performance gives the fragrance a distinctly new-generation identity.
Even the bottle looks back while moving forward, borrowing details from the Tommy Hilfiger archives with its heavy glass base, triangular shape and signature red cap.
Priced at $99 for 50ml, Freedom is Tommy Hilfiger’s latest attempt to make its fragrance world feel familiar to longtime fans while speaking to a younger audience.
