“I am completely involved in everything that has my name on it. I worked with the team of creative people on the scent and the packaging. I had them flying down to my house in Miami for smelling sessions all the time.

“When I was a kid, I used to mix different flavours of Kool Aid and create the most unique and exotic combinations. So this stuff is really in my DNA,” he said.

Unforgivable Woman, the new perfume of Sean ‘Diddy’ Combs, the powerhouse entrepreneur, designer, producer and occasional rapper was unveiled in London last night to a lone violin accompanying a short promotional video of the man himself, perhaps unsurprisingly, having sex.

Rap impresario Diddy (Sean John Combs), owner of the Sean John clothing line, sends his love to the "D" by way of his new neo-soul group Soul Mafia.

QUESTION: Tell me about the premise behind the white party?

ANSWER: Diddy really started it on a grand scale. We do it here as a nice event. You see thousands of people in white. It looks like you're in hip-hop heaven. And more or less, we're just making it bigger and bigger every year. We're trying to make Chene Park be the ultimate one, so we don't have to go anywhere else anymore. We're just shaking it up. Indoor, outdoor, it's going to look like a nightclub with white fabric everywhere.