Avril Ramona Lavigne

In July 2008, Lavigne launched the clothing line Abbey Dawn, featuring a back-to-school collection. 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. Kohl's describes Abbey Dawn as a "juniors lifestyle brand", 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." The clothing line incorporates Lavigne's musical style and lyrics, "after the release of my first album, I realized how much fashion was involved in my musical career".
“I just love clothes and colors and patterns. I'm very visual and very hands-on.”
—Avril Lavigne, Billboard
The designs were also featured on the Internet game Stardoll, where figures can be dressed up as Avril Lavigne. On 14 September 2009, Lavigne took her then latest collection for her clothing line to be a part of the New York Fashion Week, returning in 2011. In December 2010, the clothing line was made available to over 50 countries through the line's official website. "It's fun to be a chick and design clothes and things I'd like for myself. I design things I can't find." At the end of 2008, Lavigne signed a contract with Canon Canada to appear in advertising campaigns and commercials to promote the latest line of cameras and a full range of other accessories.