Diddy Set to Launch New Women’s Fragrance and Sportswear Line
After enjoying enormous success with his men’s fragrance, Unforgivable, and his Sean John clothing line, Sean “Diddy” Combs is looking to expand his product offerings to include female consumers. In October, the mogul will launch his new fragrance, Unforgivable for Women, in partnership with Estee Lauder. This spring will see a soft launch of his new Sean John junior sportswear line for young women, with a wider launch expected during the holiday season. The line, which will range in price from $16 to $150, will feature denim jeans, tops, down jackets, fur bomber jackets, velour sweat sets, logo tanks, dresses and skirts. The Bad Boy founder said he looked to people like Mary J. Blige, Kelis, Madonna and Jennifer Lopez for the line’s inspiration. “[These] are exactly the types of individuals that come to mind when thinking of Sean John,” he said. “[They are] smart, confident and sexy. They all have swagger and that cannot be bought or sold.”
This will be Diddy’s second foray into the women’s wear market. Ion March of 2006 he shut down operations of his Sean by Sean Combs contemporary line after it earned only $3.5 million at retail. “A lot of people in this business can’t admit when they are not ready and I wasn’t ready for the contemporary category,” Combs said. “It was such an aggressive category and I got off to a good start, but I knew I was so far away from where I wanted to be based on my competition.” Diddy has recruited Asia of the Pussycat Dolls, Bad Boy artist Cassie, and actress Lauren London for a new marketing campaign to be shot by photographer Warwick Saint.