Sean 'Diddy' Combs recruits 14-year-old son to model his fashion line
16:02 GMT, 20 April 2012
He once launched a nationwide modelling contest to find an ambassador to front his clothing line.
But this season rapper Sean 'Diddy' Combs looked closer to home, choosing his 14-year-old son Christian as the face of the Sean John Boys spring / summer collection.
The teenager follows in the footsteps of musicians such as Nelly, Busta Rhymes, and Ralph Lauren model Tyson Beckford who have all represented the brand in the past.
Snapped: Christian Combs has been picked to front the Sean John Boys spring / summer 2012 collection
Snaps of the teenager wearing an array
of urban-inspired designs will
feature in a new catalogue.
Combs first launched his signature collection of sportswear in 1998 and has since achieved revenues in excess of $100 million.
The range, which now includes menswear, womenswear, accessories and fragrance
is currently stocked at Macy's and at SeanJohn.com starting from $20.00
for a graphic T-shirt and going up to $350 for a tailored suit.
Combs signed an exclusive deal with Macy's last spring, giving the retailer rights to sell his label through its website and in 400 stores across the U.S.
At the time he told the NY post: 'I got my start at Macy’s when I was 16, selling shirts and ties.
'To come full circle like this is a dream come true.'
The Sean John Boys collection is exclusively stocked in Macy's stores in the U.S.
Cool kid: Christian Combs strikes a pose, wearing a selection of designs from his father's clothing line
Combs has previously been invited to the award ceremony for the Council of Fashion Designers of America (CFDA) held in New York and in 2004, was awarded the Men's Designer of the Year award.
Thanks to his various business ventures he is now thought to be one of the wealthiest hip hop
artists in the world.
In a recent poll conducted by Forbes magazine Diddy came out on top, with net
assets totaling $550 million, well ahead of his closest rival in the
music scene, Jay-Z, with $460 million.
Christian is his second child with long-term on-girlfriend Kim Porter.
The latest campaign isn't the youngster's first foray into fashion, and in 2009 he also helped his father showcase pieces from the Sean John line.