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 name goes back to Lavigne's childhood, where her father nicknamed her "Abbey Dawn", and her high school friends would often call her "Abbey". 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 has included men's clothing, heavily influenced by her brother's and bandmate's style. The girl's clothing is inspired by Lavigne's personal 'Rock and Roll' style.

It is featured prominently in her 2011 music video for the song "What the Hell" when she enters a vintage clothing store.

Retail[edit]

Named after a childhood nickname her father gave her, Abbey Dawn was inspired by Avril’s own closet. A few years ago, she began coming up with ideas for pieces she herself wanted to wear. 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 pop-up shop located near the entrance to the Laforet department store in the 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 this two month exclusive period.

The following year, Avril held her first fashion show during New York Fashion Week in September 2009. 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 Avril’s hit songs “Girlfriend” and “Sk8er Boi.”

Abbey Dawn was originally sold exclusively at Kohl's in the United States and Boathouse in Canada. Since then Lavigne has 'revamped' the line and shipping began internationally via the line's official website. It is now sold at stores Trash and Vaudeville in New York, as well as stores across America and Europe. There was an Abbey Dawn store open in Tokyo, Japan. Abbey Dawn is now distributed in the USA by Blank Generation, and in Europe by Jackson Distribution. Abbey Dawn has a website address called www.AbbeyDawn.com, although it is not actively used by the brand. Abbey Dawn clothes are no longer sold in Kohl's stores as of May 2009.[2]

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

Accessories[edit]

The Abbeydawn.com e-commerce site launched in December of 2010 with a mini-collection of t-shirts, tanks and hoodies and her line of abbey dawn clothes was launched in July 2008. It has expanded into new designs and categories including fashion tops, fleece, caps, scarves and swimwear. The theme includes Abbey Dawn's trademark colors: pink, purple, red, and black.

On the Abbey Dawn website the brand will introduce a broader lifestyle collection, embracing dresses, denim, skirts, footwear, handbags, wallets, purses and eyewear, along with its first men’s items. Her love for bold colors and metallic foils have influenced the entire color scheme for Abbey Dawn, which features an array of loud graphics against a solid white or black silhouette. Pieces are constructed in soft sheer cottons, poly/cotton burnouts, acid washes, garment washed fleece, and rayon blends.

Avril has also released a t-shirt she designed to support Japan. Available for $25 on her web store, each t-shirt purchase gives 100% of the net proceeds going to The Avril Lavigne Foundation to support Mercy Corps’ “Comfort for Kids” program, in partnership with local partner Peace Winds. Comfort for Kids trains caregivers to help children through the trauma of disaster. The goal is to bring help and hope to the children and youth of Japan who have been affected by the disaster.[4]


While the brand expands to other online merchants, including Punk.com, it will also be available in brick-and-mortar retailers such as Hot Topic as of July.[5]

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. ^ "Avril Lavigne: Abbey Dawn Japan Tee!". The Avril Lavigne Foundation. 2011-07-15. Retrieved 2011-09-30. 
  5. ^ "First Look at Abby Dawn Footwear - Markets - Footwear News". WWD.com. 2011-09-19. Retrieved 2011-09-30. 

External links[edit]