Building a fashion brand is challenging under any circumstances, but doing it while carrying one of the entertainment industry’s most recognizable last names, and during one of its most controversial chapters, is an entirely different test.
Still, Diddy‘s twin daughters, Jessie and D’Lila Combs, are moving forward with plans they insist began long before their father’s legal troubles, betting that their own ambitions can stand apart from the headlines surrounding him.
Jessie and D’Lila Combs are officially stepping into the fashion business with the launch of their streetwear label, 12TWINTY1, despite the intense public scrutiny surrounding their family.
The twins, both 19, explained that the project has been years in the making rather than a sudden business venture inspired by recent attention.
“We’ve been planning this for about three years now,” Jessie told Page Six. “Ever since we were little, we’ve loved fashion.”
That timeline is significant because it predates the legal proceedings that dramatically changed public perception of their father.
The sisters said they continued to develop the brand after graduating from high school last year, steadily working toward their debut collection rather than abandoning the idea as their family’s circumstances shifted.
Launching a new company under the Combs name comes with obvious advantages in visibility. At the same time, it also means navigating constant public discussion surrounding Diddy, making brand identity one of the biggest challenges facing the young entrepreneurs.
Diddy’s Legal Troubles Haven’t Changed Their Business Vision
The sisters made it clear they do not want their professional ambitions defined by the legal issues surrounding their father.
“His press is his press and our press is our press,” D’Lila said. “Our journey is separate. We try to stay positive, and we’re focused on what we’re building.”
Those comments reflect a difficult balancing act. Family names often become powerful commercial assets in fashion, but they can also become liabilities when public opinion changes.
Jessie and D’Lila are attempting to preserve the recognition attached to the Combs name while establishing their own identity as designers and entrepreneurs.
The launch also arrives while Diddy is serving a 50-month sentence at FCI Fort Dix after being convicted on two counts of transportation to engage in prostitution. Although his legal battle has dominated headlines, the twins insist their business has remained focused on long-term goals rather than current events.
Diddy Continues Offering Advice From Prison
Although their father is incarcerated, Jessie and D’Lila say he remains actively involved as a mentor.
Diddy spent years building Sean John into one of hip-hop’s most successful fashion labels after launching the brand in 1998. The company earned widespread industry recognition, including the CFDA Menswear Designer of the Year award in 2004, making him one of the first music artists to establish a globally recognized fashion business.
According to the twins, that experience has become an important resource as they build 12TWINTY1.
“Our dad has always had incredible style, and our mom [the late model Kim Porter] did too, so they’ve both inspired us,” D’Lila said.
Jessie added, “He’s very proud of us. We’ve gone to him for guidance many times, and he’s been incredibly helpful.”
The sisters’ comments suggest that while Diddy cannot participate directly in the business, his decades of experience in branding, apparel, and licensing continue to influence their decision-making from afar.
Diddy’s Family Legacy Shapes The Brand’s Identity
The collection itself reflects more than fashion trends. It also carries deeply personal family meaning.
Their debut release, titled 777, centers around a number that has long held significance inside the Combs family. Jessie and D’Lila were born seven minutes apart, while seven was also the favorite number shared by both Diddy and their late mother, Kim Porter.
Porter, a model and actress, died in 2018 at age 47 from complications related to a severe lung infection. Her passing profoundly affected the Combs family, and the twins have frequently spoken about her lasting influence on their lives.
The initial release includes everyday streetwear pieces ranging from $34 tank tops to $119 hoodies, positioning the label in an accessible contemporary market rather than the luxury fashion space.
Diddy’s Daughters Face A Defining Moment For Their Future
Launching a business under extraordinary public attention guarantees that every move will be closely examined.
Celebrity children have increasingly transformed family recognition into successful brands. Yet those ventures often succeed only when consumers believe the founders are offering something beyond a famous surname.
For Jessie and D’Lila, that challenge is amplified by the ongoing conversation surrounding Diddy.
Their decision to publicly separate their professional journey from their father’s legal situation demonstrates an awareness that the brand’s future will depend less on headlines and more on whether shoppers connect with the products themselves.
The sisters have made it clear they intend for 12TWINTY1 to represent their own vision, even while acknowledging the influence of both parents.
As they introduce the brand to consumers, they are attempting one of the most difficult balancing acts in entertainment: honoring a family legacy while building an identity that can ultimately stand on its own.
