Diddy’s daughters fashion line launched while their father, Sean “Diddy” Combs, serves a prison sentence.

The 19-year-old twins told Page Six their new label, 12TWINTY1, has been in development for years and is not a hurried response to the attention surrounding their father. The timing is still difficult to miss, since public branding rarely waits for a clean legal backdrop.

What Jessie and D’Lila Combs are launching

The brand’s first release is called 777, a number with several family references. According to the twins, they were born seven minutes apart, and seven was also a favorite number of both their late mother, Kim Porter, and their father.

The debut collection starts with $34 tank tops and tops out at $119 hoodies.

Jessie said the project has been under discussion for “about three years,” adding that fashion has been a long-running interest rather than a sudden pivot.

“Ever since we were little, we’ve loved fashion,” she said.

D’Lila also tied the brand’s influences to both parents.

“Our dad has always had incredible style, and our mom did too, so they’ve both inspired us,” she said.

How they are addressing their father’s public situation

Sean Combs is serving a 50-month sentence at FCI Fort Dix after being sentenced on two counts of transportation to engage in prostitution, according to the report. He is also widely known in fashion as the founder of Sean John, a major early-2000s celebrity apparel brand.

The twins said they want to keep their work separate from the legal and reputational 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.”

For 12TWINTY1, that is the balancing act: using a famous family name and fashion history while asking audiences to judge the brand on its own. It is a narrow lane, but celebrity fashion has operated in narrower ones.

Sean Combs is advising from prison

Despite the circumstances, Jessie and D’Lila said their father has still given them business advice.

“He’s very proud of us,” Jessie said. “We’ve gone to him for guidance many times, and he’s been incredibly helpful.”

The twins said the idea for 12TWINTY1 came before Combs’ 2024 arrest. They have focused more closely on the label since graduating from high school last year.

Family history is central to the branding. Kim Porter, a model and the twins’ mother, died in 2018 at age 47. Her death was attributed to natural causes from a severe lung infection.

Sean Combs has seven children. He shared Jessie, D’Lila and their brother Christian “King” Combs with Porter.

For now, Jessie and D’Lila are presenting 12TWINTY1 as a personal fashion project shaped by family, timing and inherited attention. The clothes will have to do the rest, which is usually where the marketing department gets nervous.