Three years ago, I sat down with Sean Combs, the man once known as Puff Daddy and Diddy, for a profile piece. At the time, he was in the midst of a rebranding campaign, attempting to reinvent himself as “Love.” What struck me then—and what feels even more unsettling now—was the performative nature of the entire encounter. Today, as Combs faces a barrage of civil and criminal allegations, including sexual assault and domestic violence, his “Love” rebranding feels less like a fresh start and more like a calculated, even psychopathic, maneuver.
The ‘Love’ Era: A Rebranding Built on Shaky Ground
In 2021, Combs announced his latest transformation, changing his middle name to “Love” and declaring the dawn of the “Love Era.” He shared a photo of his updated driver’s license on Instagram, proudly displaying the name “Sean Love Combs.” At the time, it seemed like just another chapter in his ever-evolving persona. But looking back, it’s hard not to see this rebranding as a desperate attempt to control the narrative.
When I interviewed him for Vanity Fair, Combs was eager to talk about his admiration for women and his support for the #MeToo movement. Yet, his words felt hollow, rehearsed, and disconnected from any genuine emotion. He spoke about how the movement inspired him, but when pressed for deeper insights, he faltered. It was as if he was reading from a script, one designed to paint him as a champion of change rather than a man facing his own reckoning.
The Interview: A Masterclass in Performance
Meeting Combs at his Malibu estate was an experience I’ll never forget. From the moment I arrived, it was clear that every detail had been carefully orchestrated. His staff was overly deferential, almost to the point of paranoia—some refused to even tell me their names. The atmosphere was tense, as if everyone was walking on eggshells to maintain the “vibe” Combs demanded.
When he finally appeared, Combs was in full character. He referred to himself in the third person, boasting about his handsomeness and charm. “I’m an attractive young man,” he kept saying, despite being in his 50s. It was bizarre, almost childlike, as if he was trying to convince himself as much as he was trying to convince me.
He showed off his home, his journal, and photos with the late Notorious B.I.G., all while attempting to charm me in a way that felt more performative than genuine. It was clear that he was used to people needing something from him, and my lack of interest in his fame or wealth seemed to throw him off.
#MeToo and the Hollow Praise
One of the most jarring moments of the interview was when Combs brought up the #MeToo movement. He spoke about how it inspired him and demonstrated the power of truth. But when I asked him why it resonated with him personally, he struggled to articulate a meaningful response. His answers felt rehearsed, as if he had been coached on what to say but hadn’t truly internalized the message.
Now, as Combs faces multiple allegations of sexual assault and domestic violence, his praise for #MeToo feels even more disingenuous. It’s hard to reconcile the man who claimed to be inspired by the movement with the man accused of such heinous acts.
The Allegations: A Reckoning Long Overdue
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 allege that Combs drugged and raped multiple victims, with some accusations dating back decades. Additionally, disturbing video footage emerged showing Combs physically assaulting his ex-girlfriend Cassie in a hotel hallway.
When I revisited my notes after these allegations came to light, I was struck by how much they aligned with the person I had encountered. The control, the performative charm, the isolation—it all made sense in a way it hadn’t before.
The ‘Psychopath Move’
What stands out most to me now is Combs’ decision to rebrand himself as “Love” amidst these allegations. It’s not just a PR stunt; it feels like a deliberate, almost psychopathic, act. Choosing a name that symbolizes compassion and connection while being accused of such horrific behavior is a slap in the face to his victims.
As I reflect on that interview, I can’t help but feel a sense of unease. I knew at the time that it was part of a larger campaign to reshape his image, but I didn’t realize just how calculated it was. Combs wasn’t just trying to reinvent himself—he was trying to outrun his past.
The End of the ‘Love’ Era
Today, the “Love Era” is over. Combs’ legacy, once defined by his music and business acumen, is now overshadowed by the allegations against him. Unlike other disgraced figures who have attempted comebacks, I don’t believe Combs has a redemption story waiting in the wings. His rebranding as “Love” wasn’t just a failure—it was a chilling reminder of the lengths some will go to avoid accountability.
