Avril Lavigne to Launch Abbey Dawn Line at Kohl's
Posted on March 8, 2008Avril Lavigne has founded a juniors' lifestyle brand which will be sold exclusively at Kohl's in the U.S. The line will be up dated every two months and will be called Abbey Dawn. The launch is scheduled for July, 2008, just in time for the back to school rush.
Avril said: "I'm thrilled to announce my clothing line Abbey Dawn. Abbey Dawn will aspire to be a unique and accessible reflection of my ever-changing style. I'm so excited to be launching exclusively in the U.S. at Kohl's for back-to-school 2008."
Don Brennan, senior executive vice president of Kohl's, says in a statement, "We're excited to launch Abbey Dawn, which will offer new affordable fashion collections every 60 days, further differentiating Kohl's in the marketplace."
Here's how Kohl's describes the line:
The 2008 back-to-school collection is created from Lavigne's own closet and will feature two key fashion collections at launch. The first features a combination of feminine sophistication and rock-and-roll attitude, which includes bold colors and mix-and-match iconic prints; and the second features a fusion of ska, reggae and skater with a balance of traditional tartan plaids, checks and stripes.Kohl's says prices for apparel in the Abbey Dawn line will range from $24 to $48. Kohl's has been aggressively courting designers to pep up the department store's image: Dana Buchman and FILA Sport will also join the Kohl's family soon, along with Simply Vera Vera Wang and Food Network.