Kanye West: Love is more important than branding

Kanye West claims his appearances on girlfriend Kim Kardashian's reality show is "all for love".

The rapper has been featured on Keeping Up With the Kardashians only a few times since being in a relationship with Kim.

It was rumoured he decided to pull his face off the programme because he is vehemently against putting his private life out for public consumption.

Kanye confirms he takes his romance seriously and is not looking for more publicity.

"Oh, that's just all for love. It's simply that," he told W magazine. "At a certain point, or always, love is more important than any branding, or any set of cool people, or attempting to impress anyone. Because true love is just the way you feel. Thoughts and feelings can disagree sometimes."

The rapper-and-style icon has advised the mother of his newborn daughter North West on many of her outfits since they got together.

Despite public criticism of her unflattering clothing, Kanye believes she jeopardises her appearance because she wants to please him.

"For her to take that risk in front of the world, it just shows you how much she loves me," he explained. "And how much she actually loves the opportunity to learn.

"You got, like, a million companies saying, 'This is impacting your brand! This is impacting your fans! And blah blah blah.' But she still sees this light of beauty."

As for Kanye reportedly controlling her look since they began dating, he explained that is not possible.

Apparently he gave the reality TV star a nudge in the right direction in order to explore a different wardrobe.

"Nobody can tell my girl what to do," he commented. "She just needed to be given some platforms of information to work from.

"One beautiful thing is that as she discovers it, the world discovers it."

The couple welcomed their first child together, daughter North, on Saturday June 15.