Tommy Hilfiger's newest perfume 'LOUD' combines music, fashion and attitude in one edgy fragrance.

The perfume targets the sexy and self-aware Gen Y. We like that the LOUD fragrance highlights how music reaches out to the youth across cultural and geographical barriers.

The female fragrance has a strong rose scent combined with a delicate lychee note and a hint of patchouli. The scent is inspired by the rock and roll vibe.

The male scent, inspired by the sound of the electric guitar, is a combination of strong patchouli and marine overtones.

Even the packaging of the fragrance is inspired by the look of vinyl records.

It's fitting then that the fragrance has Grammy-nominated band The Ting Tings as its spokesperson. The English-bred indie duo is known for their loud personality, singing songs that highlight their raw energy and confident attitude.

With the release of the fragrance, Tommy Hilfiger is also launching LOUD Radio, a radio station that will feature music artistes who encapsulate the LOUD spirit. The station will be broadcast in 9 different languages.

The LOUD collection will be available exclusively at SaSa Cosmetics from 21 January 2011. To download LOUD Radio, log on to www.tommy.com/loud.