Whether you love him or not, Sean (Diddy? Puffy?) Combs knows a thing or two about fashion. He's celebrating the 10th anniversary of Sean Jean and has a ridiculously successful fragrance on the market in Unforgivable for Men. He's now releasing another men's fragrance, called I Am King.
Combs said, "The first was pure sexuality. I Am King is more about sophistication. It's strong and also sexy, with an elegance and simplicity to it."

As creative director of the ad campaign, Combs went with a very James Bond-like theme, playing the part of a mogul gallivanting around Monaco and St. Tropez with gorgeous models, playing in Monte Carlo's Casino de Paris, and lounging on his yacht. TV and outdoor print will house the majority of the ads, targeting men who want to believe in the fragrance's message; that he is King.

Oh, and ladies? Don't worry -- I Am Queen is anticipated next year.