Rihanna scaling back her image: 'I don't want to become a gimmick'

Rihanna has said that she is scaling back her provocative image.

The 23-year-old Barbadian hopes that people will now focus on her music instead of her image.

The singer recently called in to On Air with Ryan Seacrest to debut her second single 'You Da One' from her new album Talk That Talk.

"I kinda just wanted to scale right back instead of having a look," Rihanna said. "I didn't want to make it such a big deal about what hair colour or what cut.

"I just wanted to go right back to something simple and something flexible, something a little more natural. It's more about the music. I don't want to become a gimmick ever."

Over the summer, a member of her entourage revealed the cost to keep up with Rihanna's evolving hairstyles.

The singer reportedly spends $22,194 (£14,000) a week to work with one of Hollywood's leading hair stylists.

Rihanna has also said that she likes to take risks with fashion, looking for an "interesting silhouette or something that's a little off".

Talk That Talk will be available in stores on November 21.

Listen to Rihanna's full interview below: