Adolescents the world over might know him as Puffy Daddy or P. Diddy, but in 2004, the fashion world got a taste of the real creativity behind rapper-producer Sean Combs. That was the year Combs’ Sean John Collection of clothes earned him the title of Top Menswear Designer of the Year from The Council of Fashion Designers of America. His music may be criticized for its lack of innovation, but on that night in June 2004, Combs beat out fashion veterans Ralph Lauren and Michael Kors to take home the award. Playing no small part in receiving this award was Combs’ line of contemporary women’s wear Sean by Sean Combs.
Combs had become one of the most successful rappers and music producers in the industry before he decided to try his hand at fashion in 1998. Although his first design was a simple black hat and black T-shirt, this new line represents a radical departure. Featuring everything from cropped hoodies and beaded tees, to tuxedo pants and fur collar coats, this recently launched line of women’s clothing has earned him kudos from his fashion peers and young girls alike.
Few might have imagined that a man with the image of being a rough street-wise rapper would have the know how to pull off a sophisticated women’s line of fashion. However, the artist says he owes all his inspiration to his family. His grandmother was a local seamstress in Harlem who taught him the essentials of sewing; his mother was a self-proclaimed “shopaholic”; and, his “gay uncle George” had a sense of style unlike no other and taught Combs “to have no fears.”
Sean by Sean Combs was the result of many years of hard work. Prior to this line being released, Combs had initially made his mark with jeans. After finding success, he began to realize a larger opportunity for potential in men’s wear. It was then that Combs decided he didn’t just want to create a line or two; he wanted to create a lifestyle brand, and one “that represented the attitude of ‘New America.’”
This line represents the artist’s attempt to capture the future of women’s fashion. Today, this line can be bought mainly at Macy’s department stores throughout the U.S. There is also a Sean John store on Fifth Avenue in New York City. A new website seanbyseancombs.com is also in the process of being launched.
Despite the success of the women’s line, not everyone has been eager to hear from this rapper turned fashion designer. He has faced many allegations of sweatshop use in factories in Honduras that produce his clothing, while in late 2006, two of his jacket lines were pulled from stores after claims surfaced that they had been produced using raccoon dog fur.
Throughout the company’s difficulties, Combs insists he is in fashion for the long run. “We are not in the clothing business for a quick hit,” he says. “We would ultimately like to have Sean John viewed as the Future of Fashion.” In the meantime, Sean by Sean Combs and his other lines of clothing continue to dominate in both the stores and on the runway.
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