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Sean John Combs aka P. Diddy launched a new fragrance recently: I Am King. 

Here is the ad for Sean John I Am King New Fragrance by P. Diddy:

Leonardo DiCaprio’s girlfriend, Bar Refaeli, poses with P. Diddy in the ad for “I Am King”. It’s the beauty on the left of P. Diddy. Do you recognize the model on the right? I don’t:)

Sean John I Am King New Fragrance by P. Diddy is P. Diddy’s second perfume, after Unforgivable for Men, P. Diddy.

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

“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.”

“You have to look at all of the images they have out about Blacks,” 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 Blacks 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.”