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Rihanna has explained why she decided to call her beauty and fashion brands after her family name, Fenty, rather than her world-famous first name.

The star, who already has successful beauty and lingerie lines, will soon launch her own fashion brand, Fenty, backed by luxury conglomerate, LVMH. The new line will launch in Paris on 24 May before globally on 29 May through its online store.

It was important to the singer that the public didn’t get tired of seeing her name everywhere, and that it was still most closely associated to her music.

“I used to be afraid to step into the whole celebrity makeup world. I saw brands like Hilary Duff and Hannah Montana have so much success [in the aughts], but it got to a place where they were so oversaturated in the market that it diluted their personal brands,” Rihanna told the New York Times.

“It made me think, ‘I’m not going to do this, because you lose your respect and credibility,’ and so every collaboration I did outside of music, I used Fenty so that you didn’t have to hear the word ‘Rihanna’ every time you saw something that I did. So Rihanna stayed the music, the person. But these other brands are called Fenty.”

Rihanna’s new label will offer monthly drops, so that shoppers are constantly given new pieces to tempt them with.

“As a consumer, I hate seeing something on the runway and then having to wait six months for it,” she said. “So with this, you see it, you love it, you can have it. I want to be as disruptive as possible. The brand is not traditional. There is no runway show. It’s a new way of doing things because I believe that this is where fashion is going to go eventually.”

From: Harper’s BAZAAR UK