US singer Ariana Grande is asking for $10 million in damages from Forever 21, saying the retailer "stole her name" to promote its clothing and beauty products.

Axar.az reports citing foreign media that the singer filed a lawsuit in federal court in California on Monday, saying the firm published at least 30 "unauthorized" images and videos that suggested she had endorsed the brand. She also said the company hired a model with an "uncanny" resemblance to Grande for some of its social media posts.

"Rather than pay for that right as the law requires, defendants simply stole it", the Grammy Award winner and best-selling singer said in the complaint.

"Forever 21 does not comment on pending litigation as per company policy", the company said in a statement. "That said, while we dispute the allegations, we are huge supporters of Ariana Grande and have worked with her licensing company over the past two years. We are hopeful that we will find a mutually agreeable resolution and can continue to work together in the future".

John Coldham, a partner at law firm Gowling WLG, said the Ariana Grande case "should act as a stark warning to brand owners to be very careful about using celebrity images and ensuring they are not implying an endorsement".