WWD reports that Kohl’s Corp. has signed Avril Lavigne for the creation of a lifestyle brand for juniors called Abbey Dawn.
New Abbey Dawn fashion collections will rotate every 90 days beginning in July, if everything goes according to plan.
The collections are expected to blend punk and feminine styles for price points from $24 to $48. Clothing and jewelry will be in store first, with other product categories to follow.
It seems strange to go to the trouble of signing a celebrity and then not use their name, so it will be interesting to see how involved in Abbey Dawn Lavigne ends up being.
[Image: Getty; Source]
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