Puff Daddy announced this week that’s he’s toning down on showing off his wealth, in response to his increasingly impoverished credit crunch afflicted fans. “Out of respect, I’ve been trying to dress less flashy,” the multi-millionaire American rapper told reporters. “It’s one thing to be stylish; it’s another to be over the top. You gotta’ know when to hold back and not rub it in,” he said to Metro in the UK.

In less good news for Diddy, New York shoppers appeared underwhelmed by his new cologne ‘I Am King’, which went on sale at Macys last week. Paige Lester, 26, said she’d imagine ‘metrosexual urban types’ wearing it, when quizzed by the the New York Daily News, while Bronx resident Barbara Elizabeth, 51, identified another problem. “It needs to be a little lighter,” she suggested. “After a while it can give you a headache.”