Entrepreneurship

In July 2008, Lavigne launched the clothing line Abbey Dawn, featuring a back-to-school collection.[13] It is produced by Kohl's, which is the brand's exclusive U.S. retailer. Named after Lavigne's childhood nickname, Abbey Dawn is designed by Lavigne herself.[99][100] Kohl's describes Abbey Dawn as a "juniors lifestyle brand",[13] which incorporates skull, zebra, and star patterns, purples and "hot pinks and blacks". Lavigne, who wore some of the clothes and jewellery from her line at various concerts before its official launch, pointed out that she was not merely licensing her name to the collection. ""I actually am the designer. What's really important to me is that everything fits well and is well-made, so I try everything on and approve it all."[101]
“ I just love clothes and colors and patterns. I'm very visual and very hands-on. ”
—Avril Lavigne, Billboard[102]
The designs were also featured on the Internet game Stardoll, where figures can be dressed up as Avril Lavigne.[103] On 14 September 2009, Lavigne took her latest collection for her clothing line to be a part of the New York Fashion Week.[104] "It's fun to be a chick and design clothes and things I'd like for myself. I design things I [can't] find."[63] In December 2010, the clothing line was made available to over 50 countries via the line's official website.[105][77] At the end of 2008, Lavigne signed a contract with Canon Canada to appear in ad campaigns and commercials to promote the latest line of cameras, along with a full range of other accessories.[106]
Lavigne released her first fragrance, Black Star, created by Procter & Gamble Prestige Products. The fragrance was announced via Lavigne's official website on 7 March 2009. Black Star, which features notes of pink hibiscus, black plum and dark chocolate, was released in summer 2009 in Europe, and later in the U.S. and Canada.[107] When asked what the name meant, Lavigne replied, "I wanted [the bottle] to be a star, and my colors are pink and black, and Black Star resembles being different, and standing out in the crowd, and reaching for the stars; the whole message is just about following your dreams, and it's okay to be unique and be who you are."[108] Black Star won the 2010 Best "Women's Scent Mass" by Cosmetic Executive Women (CEW).[109] Black Star was followed by a second fragrance in July 2010,[110] Forbidden Rose, which took two years to develop.[111] It features notes of red apple, winepeach, black pepper, lotusflower, heliotrope, shellflower, praline agreement, sandalwood, and vanilla.[110] Its message is an extension of Black Star's "follow your dreams",[112] though the tagline for the new perfume is "Dare to Discover".[113] The commercial takes place in a gothic garden setting,[112] where Lavigne, upon entering the garden, finds a single, purple rose.[113] Lavigne is to launch a third fragrance in August 2011 and filmed the commercial for it in late 2010.[77]
In January 2010, Lavigne began working with Disney to incorporate Alice in Wonderland-inspired designs into her Abbey Dawn line of clothing.[59] Her designs were exhibited at the Fashion Institute of Design & Merchandising in California beginning in May through September, alongside Colleen Atwood's costumes from the 2010 film.[114]