Abbey Dawn

Avril Lavigne Travels to Germany to Debut Her Comprehensive Abbey Dawn Line at International Bread & Butter Apparel Trade Show in Berlin, July 6-8

Los Angeles, CA (June 29, 2011) – Since its December 2010 relaunch, Avril Lavigne’s popular apparel brand Abbey Dawn has steadily grown in strength and scope. The rocker and designer will now travel to Berlin to introduce a more comprehensive Abbey Dawn line with an extensive collection of apparel, swimwear, handbags and shoes to the international marketplace at the annual Bread and Butter Supershow.

At the apparel trade show, taking place at the historic Berlin-Tempelhof Airport from July 6-8, Abbey Dawn will participate in an Underground Catwalk show on July 6, and Lavigne herself will be at the Abbey Dawn booth every day meeting with buyers, distributors and prospective retailers all over the world, discussing the line and her inspirations and vision for Abbey Dawn.

“This is an incredible opportunity to show Abbey Dawn on a world stage to retailers from around the globe.  I’m excited at the chance to take this very personal brand to the next level,” says Lavigne.

Abbey Dawn is a quality, affordable collection which blends rock ‘n roll attitude with a feminine edge.  The Abbeydawn.com e-commerce site launched six months ago with a mini-collection of t-shirts, tanks and hoodies.  Its success to date can be tracked through its brisk worldwide sales and expansion into new designs and categories including fashion tops, fleece, caps, scarves and swimwear.  At Bread & Butter, the brand will introduce an even broader lifestyle collection, embracing dresses, denim, skirts, footwear, handbags, wallets, purses and eyewear, along with its first men’s items.

Rather than just another celebrity fashion line in name only, Abbey Dawn takes its direction from Lavigne, a devoted fashion designer who draws inspiration from her life, music and worldwide travels.  Her love for bold colors and metallic foils have influenced the entire color scheme for Abbey Dawn, which features an array of loud graphics against a solid white or black silhouette.  Pieces are constructed in soft sheer cottons, poly/cotton burnouts, acid washes, garment washed fleece, and rayon blends.

Avril has also released a t-shirt she designed to support Japan. Available for $25 on her web store, each t-shirt purchase gives 100% of the net proceeds going to The Avril Lavigne Foundation to support Mercy Corps’ “Comfort for Kids” program, in partnership with local partner Peace Winds. Comfort for Kids trains caregivers to help children through the trauma of disaster. The goal is to bring help and hope to the children and youth of Japan who have been affected by this disaster.

The web store, www.AbbeyDawn.com, has been a highly successful e-commerce boutique for Avril Lavigne fans and Abbey Dawn lovers around the world.  While the brand expands to other online merchants, including Punk.com, it will also be available in such brick-and-mortar retailers as Hot Topic as of July.