Starting Wednesday, Sean John will kick off an online search, entitled The Faces of the Future, to select the model the fashion brand will use for the fall season of its men’s collection. The search will be unveiled by Sean “Diddy” Combs on, Twitter, Diddytv and other blogs.

This story first appeared in the April 21, 2009 issue of WWD. Subscribe Today.

Those interested in being considered can upload a photo to the Sean John Web site between today and April 29, and people can log on to vote for and comment on the potential models. The top 10 vote-getters will meet Sean John executives during the first week of May, and the winner will be chosen May 8. A photoshoot will take place in Los Angeles around May 14 with photographer Anthony Mandler and the images will be used for Sean John’s fall-holiday national advertising campaign. It will include print, online and outdoor media. Finalists who do not live in the Los Angeles area will be flown to the shoot by Sean John.

“We’re always trying to come up with interactive ideas that keep our customers involved with the Sean John brand. It will be really interesting to see who our fans choose to be the new face for the collection,” Combs said.

Sean John was founded by Combs 10 years ago and has grown beyond its roots of oversize T-shirts and velour track suits into an upscale lifestyle collection with a slew of licensed categories. It now boasts annual retail sales of over $500 million and is sold in over 2,000 retail doors including Macy’s, Dillard’s and Belk.

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