The Hilfiger scent.

Designer Tommy Hilfiger stopped by Berlin’s KaDeWe department store recently to sign bottles of his new men’s fragrance, Hilfiger (from the Estée Lauder Cos. Inc.’s Aramis and Designer Fragrances division), and to give out autographed photos to a line of more than 100 fans, and spritz the press with his new scent.

This story first appeared in the December 8, 2008 issue of WWD.  Subscribe Today.

The idea behind the new eau de toilette, said Hilfiger, is “freedom and the open road,” and he added that it reflects what he called the brand’s broadening appeal beyond the youth crowd.

Hilfiger, who told the enthusiastic audience his family has roots in Bavaria, was in Germany to receive the nod for fashion at the BAMBI Awards, the country’s biggest media prize, on Nov. 27 in Offenburg. Other BAMBI 2008 winners included Placido Domingo, Meg Ryan and Britney Spears.