He once launched a nationwide modelling contest to find an ambassador to front his clothing line. But this season, rapper Sean ‘Diddy’ Combs looked closer to home, choosing his 14-year-old son Christian as the face of the Sean John Boys spring / summer collection. The teenager follows in the footsteps of musicians such as Nelly, Busta Rhymes, and Ralph Lauren model Tyson Beckford who have all represented the brand in the past. Snaps of the teenager wearing an array of urban-inspired designs will feature in a new catalogue.
Combs first launched his signature collection of sportswear in 1998 and has since achieved revenues in excess of $100 million. The range, which now includes menswear, womenswear, accessories and fragrance is currently stocked at Macy’s and at SeanJohn.com starting from $20.00 for a graphic T-shirt and going up to $350 for a tailored suit. Combs signed an exclusive deal with Macy’s last spring, giving the retailer rights to sell his label through its website and in 400 stores across the U.S.