Tommy Hilfiger Launches New Fragrance Line with Camila Cabello as Brand Ambassador — PVH Corp.

Event summary

Tommy Hilfiger, part of PVH Corp., launched the TOMMY HILFIGER Freedom Eau de Parfum, a new women's fragrance, on September 15, 2026.
Grammy-nominated singer Camila Cabello was named the global brand ambassador for the launch.
The fragrance is the first new prestige women's perfume from Tommy Hilfiger in over a decade.
TOMMY HILFIGER Freedom will be available in four sizes, with prices ranging from €29 to €79.
The fragrance is developed, manufactured, and distributed worldwide by Give Back Beauty under a long-term partnership with Tommy Hilfiger.

The big picture

The launch of TOMMY HILFIGER Freedom marks a strategic move to expand the brand's presence in the fragrance market, a category that has seen significant growth in recent years. With Camila Cabello as the brand ambassador, Tommy Hilfiger aims to attract a younger audience and reinforce its position as a lifestyle brand. The partnership with Give Back Beauty ensures global distribution and marketing support, which is crucial for the success of the new fragrance line.

What we're watching

Brand Strategy: How the partnership with Camila Cabello will influence the brand's appeal to younger demographics.
Market Positioning: Whether the new fragrance can compete with established luxury brands in the women's perfume market.
Revenue Impact: The pace at which the fragrance line contributes to PVH Corp.'s overall revenue growth.