Abbey Dawn - Retail

Retail

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 — an 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 this two month exclusive period.

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.”

In December, 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, on www.abbeydawn.com. 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 influential stores Trash and Vaudeville in New York, as well as various other 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. The personalized styling and retail service JustFab has also made the Abbey Dawn line of accessories available to their members as of March, 2012.