Diddy was very late to his own White Party in St. Tropez yesterday. He was out all night partying to promote his new fragrance, Unforgivable, and ended up sleeping through the afternoon portion of his party. Page Six reports:

Diddy was supposed to breeze into the exclusive Nikki Beach club at 2:30 p.m., but he didn't show until 8 p.m., with hundreds of revelers wondering whether they were being stood up by their host. Turns out the rapper-fashion impresario was sound asleep, recovering from the raucous after-party that followed his "Unforgivable" bash aboard the 277-foot yacht, RM Elegant. It kept going until 8:30 a.m., and Diddy didn't hit the sack until 9.