What happened to Avril Lavigne’s Abbey Dawn clothing line?
Avril Lavigne has always been a style icon, but remember when she had her own line of clothing?
Avril showed up at the 2021 MTV Video Music Awards in September looking better than ever. Pairing an Area pink plaid suit with a large heart-shaped cutout with a sequined bandeau top, the “Here’s to Never Growing Up” singer infused a refined, haute couture ensemble with her ever-rebellious punk-style POV.
Watching her present Moonperson of the Year for Video for Good, however, got us thinking: What happened to Avril Lavigne’s Abbey Dawn clothing line?
By the time Billie Eilish joined her avant-garde pop predecessor to receive the “Your Power” award, we were determined to descend into the rabbit hole and find out what happened to April’s passing as the creator of fashion. After all, it can’t be that hard, right?
Avril first launched her namesake brand Abbey Dawn in 2008. The line’s name comes from a nickname the singer’s father coined for her when she was a child. “It was a street he saw,” she revealed at the time. “And all my friends in high school called me Abbey. I’ve always really liked the name. I wasn’t sure if I might call my daughter Abbey if I had a girl someday, or a song name. . So I had a garment line first, so I named it Abbey Dawn. “
Originally, the fashion line was available exclusively at Kohl’s and was marketed as a junior lifestyle brand with hoodies, jeans, t-shirts and more, the vibe of which was reflected in the cover of the April 2007 album. The best fucking thing. (Think girly, bratty, and strong, with lots of pink, zebra prints, and skulls.) “It’s rock glam: fun, colorful and edgy,” the star said of the Abbey Dawn aesthetic. upon its release, adding: “I want it to be available to a lot of girls, and I want it to be affordable
That fall, the brand went global with Japanese department store LaForet Harajuku hosting its own Abbey Dawn pop-up, and in September 2009, Avril’s line made its runway debut at New York Fashion Week. , on a soundtrack of the singer’s greatest hits such as 2002’s “Sk8er Boi” and 2007’s “Girlfriend”, of course.
By 2011, as Abbey Dawn continued to grow, Avril’s partnership with Kohl’s had expired. So, the singer-turned-designer did what any punk rock princess would: took the independent label, selling it online and finding a home in punk-inspired clothing stores across the country.
She also used her platform as a musical artist to keep tabs on the brand, starring Abbey Dawn in the music video for her 2011 hit “What the Hell” (and in a vintage store, no less. !) City with a lover in love in pursuit.
In 2013, Abbey Dawn reached a new high with her SS13 Fashion Week show, making Kylie Jenner the face of the brand. (Could it have had something to do with April’s long-standing relationship with Kylie’s older half-brother Brody Jenner? While often forgotten, the singer stepped out The hills star from 2010 to 2012.)
As the then teenage Kylie made her runway debut as a model, the entire Kardashian clan was in attendance, cheering her on to the front row and adding serious star power to the event.
Right now, some of Abbey Dawn’s early designs might well be considered on their way to vintage. But while we might not have heard much about Avril on the fashion front lately, the brand is still here! Abbey Dawn maintains an active Instagram page with nearly 75,000 followers as well as an e-commerce store – although designs today tend towards simple, unisex branded products rather than something particularly ready-made. -carry.
And don’t worry, Avril is still the face of her eponymous line. Last summer, she featured in the brand’s new campaign for her Abbey Dawn face masks and comfy fall hoodies. Looks like Abbey Dawn had a (my) happy ending after all!