Sean John/Diddy Adds New Lease of Life to Womenswear Range

While Sean John menswear has been a commerical success for Diddy, his womenswear range has never really managed to get off the ground with closing lines and delayed launches. Things look set to change now the company has found a new licensing partner in Icer Brands Inc. Did you really think Diddy was there sketching the looks himself?

One of the looks from Diddy's new line

The new line, designed by twin brothers Glenn and Bruce Proctor, is to include tops, dresses, trousers, leggings, blazers and denim and is targetted to the fashionable 18 - 25 year old.

Jeffrey Tweedy

Jeffrey Tweedy, Executive Vice President of Sean John, said the new line won't be 'urban' - so hopefully no more oversized velour tracksuits - and will start at around £25 for a t-shirt, so seems priced with its demographic in mind.

Diidy talked it up, saying: "I have always known there was tremendous desire for a women’s collection from Sean John, and now that we have this team of ambitious young talent in place, everything is in order."

We aren't massive fans of his music but certainly are in awe of his marketing nous. All TV, print and social networking for the new line will be handled by Blue Flame Marketing which is owned by Combs and they have their eye set on the lucrative international markets of the UK, Dubai, South Africa and current cash cow, Asia.

No wonder he made $30 million last year!