We know we're not alone when we say this, but as much as I hate to admit it, I completely heart Diddy. His brazen love of self, tendency of speaking in the third person, how much he enjoys being rich... Some say he's "arrogant," and that his grand showings of nouveau riche wealth are "vulgar" but, to hey, in the words of Diana
Vreeland, 'better to be vulgar than boring,' right? And we all know that Diddy is far from boring (case in point: his recent YouTube dispatch warning that levels of global "bitchassness" are reaching record highs, WTF!). So it didn't come as a surprise when I learned that he was naming his new fragrance I Am King. (We were however surprised to hear that it's expected to make more than $100 million globally within its first year alone. For reals?!) WWD reports that the new cologne will launch exclusively at Macy's in December before going global in February, to be followed by an I Am Queen perfume in 2009.
The print and TV campaign for I Am King portrays Diddy as a mogul in a suit, frolicking around Monaco and Saint-Tropez with models Bar Refaeli and Ana Paula, on jet skis, lounging aboard his palatial yacht and playing the tables inside the Casino de Paris in Monte Carlo. So, you can just about imagine what really goes on in his everyday life. (Ridiculous.)
“The first [fragrance, Unforgivable for Men] was pure
sexuality,” said Combs. “I Am King is more about sophistication. It’s strong and also sexy, with an elegance and simplicity to it.”
