Sean John's Return to the Runway Documented in MTV's 'If I Were King'

NEW YORK, April 8, 2008 -- Sean John, the world's fastest growing line of sportswear for men and women, has documented their return to the runway during New York Fashion Week for Fall 2008 with a feature documentary airing on MTV. The documentary surrounds Sean "Diddy" Combs and the preparation to the show. The dream of a prince in the year 2020 who discovers himself through love and war as he ascends to the great leader he is destined to be. With this theme, the documentary delves into the backstage world of fashion week and the Sean John show. Not since Isaac Mizrahi's "Unzipped" have viewers had such a dynamic insider's look into the behind the scenes drama and chaos of a runway collection and the designer's road to a show's critical review. It is a journey that is brilliantly explored in this feature documentary airing Wednesday, April 9th on MTV.

Sean "Diddy" Combs said, "I am honored with the opportunity to present this to the world and to highlight what I have put into this show and this business of Sean John. It is extremely important to me to allow people in to see all the blood, sweat and tears that went into the Sean John show and to relay the important message of honor and ambition and going forward with a dream and there is no one better to portray this message than MTV."

Combs then continued, "I am so excited that this documentary is airing at such a crucial moment for the Sean John brand as this year marks our 10th anniversary. What better way to emblazon the current success of the brand and to recognize our unbelievable past."

Sean John, a privately held company, was created by music icon and producer Sean "Diddy" Combs and made its fashion debut with a men's sportswear collection for the spring 1999 season. In 2004, Sean "Diddy" Combs for Sean John was honored by the Council of Fashion Designers of America as Men's Wear Designer of the Year. With annual retail sales in the United States of over $525 million, Sean John is sold in better department and specialty stores across the country, as well as select retailers around the world. In 2006 Sean John, in partnership with Estee Lauder Companies, launched its signature men's fragrance, Unforgivable, which remains one of the highest selling men's fragrance in department stores in America. Its feminine counterpart launched in the fall of 2007 and continues to be in the top 20 best selling scents in the category.