Singer Avril lavigne is launching a new business AbbeyDawn.com an e-commerce store representing the latest addition to Lavigne’s brand marketing empire, which also includes two fragrances, Black Star and Forbidden Rose. The new site features rocker-chic T-shirts, tanks and hoodies with bold graphics and bright colors. Items are filled with titles of Lavigne’s recent singles, “Smile” and “What the Hell.” Lavigne’s San Diego company has 33 employees, and are “deeply involved” in every step of the design process.
“The brand reflects my own style, so nothing goes on the shelves that I wouldn’t wear myself,” says Lavigne. This week the pop star is unveiling a full Spring 2012 collection at Bread & Butter, one of the largest apparel trade show in Berlin. Lavigne plans to expand into new categories, such as footwear and denim. “Our main goal right now is to make our clothes available to fans all over the world,” Lavigne says. “When I see girls wearing Abbey Dawn, it’s awesome.”
