Abbey Dawn

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Lavigne in 2011 performing in Jakarta, Indonesia, on her Black Star Tour. She is wearing Abbey Dawn clothing.

Abbey Dawn is a clothing line designed by musician Avril Lavigne.[1] The line was initially described as a "Juniors' lifestyle brand", but since then has evolved to accommodate older girls. As of December 2010, the line included men's clothing.

It featured prominently in her 2011 music video for the song "What the Hell".

Retail[edit]

Named after a childhood nickname her father gave her, Abbey Dawn was launched in July 2008 as an exclusive with a major U.S. retail chain. In October 2008 a pop-up shop located near the entrance to the Laforet department store in the Harajuku shopping district of Tokyo. The store sold clothing and accessories as well as CDs and DVDs and was the best-selling boutique at Laforet during this two month exclusive period.[citation needed]

The following year, the brand held its first fashion show during September's New York Fashion Week. Models showed 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 Lavigne’s hit songs “Girlfriend” and “Sk8er Boi.”

Abbey Dawn was originally sold exclusively at Kohl's in the United States and Boathouse in Canada. It is now sold at Trash and Vaudeville in New York, as well as stores across America and Europe. Abbey Dawn clothes were withdrawn from Kohl's stores as of May 2009.[2]

The personalized styling and retail service JustFab made the Abbey Dawn line of accessories available to members as of March, 2012.[3]

E-commerce site[edit]

The Abbeydawn.com e-commerce site launched in December of 2010 with a mini-collection of t-shirts, tanks and hoodies. It then expanded into new designs and categories including fashion tops, fleece, caps, scarves and swimwear. The theme included Abbey Dawn's trademark colors: pink, purple, red, and black.[citation needed] Designs featured loud graphics against a solid white or black silhouette, with pieces constructed in sheer cottons, poly/cotton burnouts, acid washes, garment-washed fleece and rayon blends.

It was announced in 2011 that while the brand was expanding to other online merchants, including Punk.com, it would also be available in brick-and-mortar retailers such as Hot Topic.[4]

References[edit]

  1. ^ http://www.abbeydawn.com/about
  2. ^ "Avril Lavigne Sings New Fashion Tune - Denim - Media". WWD.com. 2010-12-14. Retrieved 2011-09-30. 
  3. ^ "JustFab Links With Avril Lavigne's Abbey Dawn Line". WWD.com. 2012-02-07. Retrieved 2012-03-02. 
  4. ^ "First Look at Abby Dawn Footwear - Markets - Footwear News". WWD.com. 2011-09-19. Retrieved 2011-09-30. 

External links[edit]