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In this recession, the king of all excess has been very clear about his re-branding of sorts. He’s no longer a solo artist, is selling his fragrances via HSN, and has an avant-grade spread in the latest V Man on newsstands now. No longer is the shiny suit man churning out hits like he used to. He’s toned down his steez with the help of stylist Jay Massacret and photographer Chad Pittman. Love him or hate him, the hip-hop impresario’s changed the game in more ways than one (peep Shaun Boothe‘s Diddy “Biography” freestyle below for a crash course). Will 2010 see Puff’s reemergence? Last Train To Paris drops this March.

photos courtesy of v man