By  on August 26, 2005

New York — Some things are just unforgivable, if you are the Bad Boy impresario formerly known as P. Diddy.

Sean Combs — who, for the record, now prefers to be called just Diddy — is rather passionate about that point. 'When you believe in yourself, it is unapologetic,' he said during an exclusive interview with WWD in his Midtown offices. 'It is explosive and seductive. Make it real and live your life out loud. To some, this is unforgivable. If so — I say be unforgivable.'

So strong is his belief in this philosophy that Combs has dubbed his debut men's fragrance with The Estée Lauder Cos. Inc. Unforgivable. "One of the main reasons I picked it is because I am unapologetic in who I am, what I represent. You can't forgive someone that's not apologizing for what they stand for, so it represents strength." Also, he added of the scent — which has been seen as a radical departure for Lauder — "it smells so good, it's unforgivable. "

And he hopes it will throw a bombshell into the staid men's fragrance category.

"I think it's similar to what I do in fashion — to get men to break out of their chains of being conservative," he said. "And not be afraid to be sexy and smell good. You can still be macho, still be a man and take care of yourself. Smell is something that people remember. You may forget the way a person looks, but their smell, even years later, will jog your memory.

"And when I make a fragrance," Combs said, "I make it to the point where you damn near want to taste the person."

Combs added that he created the fragrance hoping women would like it just as much. "About 75 or 80 percent of what I do every day has women in mind," he said. "This fragrance was made by a man who likes to smell good [to appeal to the] way that a man would want to smell for his woman."

And there's yet another reason: "Women get to have all the fun, dressing up and wearing diamonds." Of course, Combs has definitely left most people — of either gender — in the dust when it comes to carat count: Combs' accessories at the interview included a gold and diamond watch, large diamond stud earrings, a diamond cuff bracelet and a yellow and white diamond ring.

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