HOOP DREAMS: Sean “P. Diddy” Combs has scored NBA superstar Dwyane Wade of the Miami Heat to represent the brand in the fall 2005 Sean John ad campaign. In the ads, Wade will sport all three Sean John men’s lines: Sean John, Sean John Collection and Sean John Tailored. Photographer Jonathan Mannion will shoot the campaign in mid-May and it will hit glossies such as GQ, Vibe, The Source, Unleashed, FHM and Complex in September, in addition to billboards across America.

SECRET AGENT: Mounir Moufarrige has been secretly managing the Paris luggage firm of Goyard for 18 months as chief executive officer, the former Chloé and Dunhill executive confided on Friday. “I didn’t want to talk about it until we started implementing the strategy,” demurred Moufarrige, who also runs the Worth lingerie brand. “Goyard is a magnificent name with an incredible pedigree. The potential is very big.” Moufarrige, who, a couple of years ago, founded the upstart France Luxury Group before selling it to French businessman Alain Dumenil, said Goyard would “remain very exclusive. We aren’t in a hurry to grow. We want to take our time.” French entrepreneur Jean-Michel Signoles purchased the brand in 1998 from the Goyard family. Over the last couple of years, Goyard has expanded beyond its original Paris flagship, opening three shops in Japan, and selling to Barneys New York in Beverly Hills and Holt Renfrew in Toronto. Moufarrige said the brand would open two additional shops this year, in Hong Kong and in London.

MAKING HEDI LINES: Hedi Slimane says he always wanted to be a journalist. His dream will come true, on May 6 at least, when he will be guest editor of Liberation, France’s left-leaning daily newspaper. Slimane is mum on details, but hints the pages will reflect his current fascination with London’s burgeoning rock scene. After all, Slimane has spent more than a year tracking and documenting Pete Doherty, companion of Kate Moss, frontman of Babyshambles, formerly of The Libertines and whom he characterizes as a poet and perhaps the most important performer of our times. But a worthy tribute cannot be fully expressed in one issue of a tabloid. To wit: A book of Slimane’s photographs of Doherty, titled “London: Birth of a Cult,” is slated to be published in July by Karl Lagerfeld’s 7L imprint.

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