In 2021, Sean Combs, formerly known as Puff Daddy and Diddy, sat down for an interview with writer and sociologist Tressie McMillan Cottom as part of his rebranding campaign under the name “Love.” During the interview, Combs praised the #MeToo movement and spoke about his admiration for women. However, Cottom now describes the encounter as “performative” and reveals unsettling aspects of his personality, especially in light of the serious allegations he currently faces, including sexual assault and domestic violence.
The Rebranding: From Diddy to “Love”
In May 2021, Combs officially announced the change of his middle name to “Love” through an Instagram post showcasing his new driver’s license under the name “Sean Love Combs.” This was part of a marketing campaign he called the “Love Era,” which he had initially proposed as a joke in 2017 before formally filing to change his name in 2019.
Cottom, who interviewed Combs for Vanity Fair, suggests that this rebranding was an attempt to improve his public image in anticipation of potential allegations. “At the time, I didn’t understand why he chose that particular moment to rebrand himself,” she says. “But now, I see it as a strategic move, knowing the volume of claims that could surface.”
The Interview: A Staged Performance
Cottom described her interview with Combs as one of the most “stage-managed” encounters she had ever experienced. The meeting took place at his sprawling Malibu estate, where Combs repeatedly referred to himself in the third person and boasted about his physical attractiveness. “He kept talking about being a ‘handsome young man,’ even though he was in his 50s,” Cottom recalls. “It felt like a child trying to prove his power and charm.”
She adds, “Without his wealth and fame, I doubt anyone would see him that way. It was as if he was playing a character he had created for himself—a powerful, sexy playboy. But in reality, it felt like the fantasy of a deeply insecure person.”
Behind the Scenes: Control and Isolation
During the interview, Cottom noticed that Combs’ team was extremely controlling. Staff members refused to disclose their names, and there was a palpable sense of paranoia. “There was a lot of activity upstairs, as if dozens of people were working behind the scenes,” she says. “Everything felt meticulously orchestrated, like I had walked onto a movie set.”
Combs himself tried to impress her in every possible way, showing off his home, his journal, and photos with the late Notorious B.I.G. “He was trying to seduce me, but it felt forced,” Cottom explains. “It was clear he wasn’t used to engaging with someone who didn’t need anything from him.”
#MeToo Praise: Hollow Words
During the interview, Combs brought up the #MeToo movement, claiming it had inspired him and demonstrated the power of truth. However, Cottom found his responses shallow and unconvincing. “When I pressed him on why the movement resonated with him, he couldn’t provide meaningful answers,” she says. “It felt like he was just throwing buzzwords into the conversation to shape the narrative.”
Today, Combs faces multiple allegations of sexual assault and domestic violence, including disturbing video footage of him physically assaulting his ex-girlfriend Cassie. Reflecting on his “Love” rebranding, Cottom says, “Choosing ‘Love’ after all these allegations feels like a psychopathic move. It’s as if he was taunting his victims.”
New Allegations: The End of an Era
In November 2023, three lawsuits were filed against Combs under New York’s Adult Survivors Act, which allows survivors to file claims regardless of the statute of limitations. The lawsuits accuse Combs of drugging and raping multiple victims, with some allegations dating back decades.
Cottom believes Combs’ public image is beyond repair. “Unlike Harvey Weinstein, I don’t think Diddy has a redemption story,” she says. “He was popular, but not powerful enough to stage a comeback. This is likely the end of his era.”
The Fall of Diddy
What began as an attempt to rebrand himself as “Love” has unraveled into a scandal that exposes the darker side of Sean Combs. As the allegations pile up and evidence surfaces, it’s clear that the “Love Era” is over, and Diddy’s legacy will forever be tarnished by his actions.
