A singer, songwriter, and musician whose powerful pop songs have connected with millions of fans around the world, Avril Lavigne brings her unique point-of-view to her lifestyle brand Abbey Dawn — a bold, colorful line of rocker chic-influenced clothing and accessories for girls who are confident in their personal style and unafraid to express themselves through fashion.
Named after a childhood nickname her father gave her, Abbey Dawn was originally inspired by Avril’s own closet. A few years ago, she began coming up with ideas for pieces she herself wanted to wear, bringing her daring, adventurous attitude to designs that mix both edgy and feminine details. Avril launched Abbey Dawn in July 2008 as an exclusive with a major U.S. retail chain. In October 2008 she introduced her first retail outlet — a exclusive pop-up shop located near the entrance to the Laforet department store in the fashionable Harajuku shopping district of Tokyo, Japan. The store, which sold clothing and accessories all designed by Avril, as well as her CDs and DVDs, was the best-selling boutique at Laforet during its two months in existence.
The following year, Avril held her first fashion show during New York Fashion Week in September 2009. Models strutted down the runway in Abbey Dawn’s metallic-print T-shirts, oversized hoodies, long-sleeved striped skater T’s, denim skinny and boyfriend jeans with built-in suspenders, printed leggings, tutus, and plaid mini-skirts to the sounds of Avril’s hit songs “Girlfriend” and “Sk8er Boi.”
Avril is excited to announce that Abbey Dawn is now available internationally! For the first time ever, Avril’s fashion-loving fans across the globe will be able to buy Avril-designed clothing, footwear, and accessories in more than 50 countries worldwide via www.abbeydawn.com. Previously only available at physical retail outlets in the U.S. and Canada, Avril is excited to finally make Abbey Dawn accessible online to the 11 million fans connected to her internationally through her website and social-networking pages.
In January, the T-shirt Avril wears in the video for her brand-new single “What The Hell,” from her upcoming album Goodbye Lullaby, will be available for purchase in both women’s and men’s styles (Avril’s first-ever designs for guys). In addition, affordable new mini-collections will be available for purchase every month in 2011, right here on www.abbeydawn.com.