An image from Diddy’s I Am King ad campaign

Thanks to the huge success of Unforgivable for Men, Diddy is launching a new fragrance – I Am King.

“I Am King is a statement about all men,” Diddy tells WWD. “We are all descendants of royalty – and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings.”

The accompanying ad campaign, which will launch in September, features a dapper Diddy with gorgeous models in such exotic locations as Saint-Tropez, the French Riviera and Monte Carlo.

The name builds on Diddy’s current Sean John men’s line, which has a classic, royal theme.

I Am King t-shirt by Sean John

“You have to look at all of the images they have out about African-Americans,” he explains. “So when you see this image, you need to understand it’s bigger than the fragrance, it’s bigger than me.

“When a young African-American male or a young Latino male sees this image, they see this elegant sophistication and they see I Am King next to it – it hits their senses and they believe; that’s what motivates me when I’m taking pictures.”

He finishes: “Yeah we definitely do wear jeans that sag off our ass, we definitely like our music loud, but we’re also very intelligent, very smart – you know, as they say about Barack Obama, we’re also very articulate. Yes, we speak well and we can also wear tuxedos. And we also smell good.”

I Am King will be available at Macys in December before rolling out to wider distribution in February. I Am Queen, the women’s fragrance, launches in fall 2009.

Main image: Maven Report

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