Diddy’s has become a mainstay in the world of fashion in recent years. His Sean John clothing line branded the Bad Boy CEO’s name on the face of urban fashion. But now, some department stores aren’t forgiving Diddy for his latest act.

The ads for Unforgivable, Diddy’s new fragrance is drawing fire from some department stores in the Midwest and Bible belt. So much in fact, that the stores are refusing to display the ads.

In the ad, Diddy is shown in bed with two women, suggesting that Combs and the two engaged in some “adult fun.”

"Who has the "Too sexy ruler" to decide what is offensive and what is creative? It was unfortunate that some people were so uncomfortable with so something with so much sexual presence, but we stand by it," John Dempsey, Global President of Estee Lauder said of the reaction.

The fragrance tested so well with consumers that department stores orders are still rolling in despite concern over steamy ads.

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