After reconsidering what I said, there's a chance that she only lent her name and image to the line and she in fact has very little to do with the actual company. The best comparable example I can think of right now is the "Britney Spears restaurant" Nyla (which eventually closed). Even though everyone said it was her restaurant, she had in fact no legal ties to the restaurant and didn't own it; her name was sold to the restaurant owners to get publicity for the place. There's a possibility that the same arrangement could be in effect for MTRL and Ayumi but Ayumi has a contractual obligation to wear the clothes at certain times.