What Paris Hilton is rocking on her finger these days (a bling-blingin’ "BM" for beau Benji Madden) is drawing more attention than her clothes — unless you’re working on her fashion line.

Lately, the serial monogamist has been showing her support for Benji’s new clothing collection, DCMA Collective, instead of pushing her own line for Dollhouse Denim, which isn’t sitting too well for some.

"She’s out on the town wearing everybody’s clothing but her own," an L.A. retailer tells OK!. "She should be promoting her line."

A DCMA Collective executive admits to OK! that Paris, who’s also a fan of Lauren Moshi tops, has been rocking the company’s clothes "all the time" now. That surely won’t change on Saturday at the DCMA Collective flagship store opening in Los Angeles.

However, Dollhouse Denim insists to OK! that it doesn’t have a problem with the 27-year-old heiress’ divisive fashion loyalties.

"As long as it’s balanced, it’s all right," Stacey Griffin, the marketing and PR manager for the "Paris Hilton" line, tells OK!. "She changes throughout the day, and she only wears things once so it’s hard to keep up."

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