The singer, songwriter and budding beauty and fashion mogul next month will launch accessories from her brand Abbey Dawn’s spring collection on the online accessory subscription footwear and styling service owned by Manhattan Beach, Calif.-based Intelligent Beauty. After launching at Kohl’s in 2008 and revamping in order to aim at boutiques about two years later, the move online reflects Abbey Dawn’s growing Web presence and marks a rare extension by JustFab.com beyond its own label.
Abbey Dawn’s accessory collection for JustFab.com will consist of 12 shoe styles and five handbags, including four color variations that will be exclusive. “Overall, the style of Abbey Dawn is rock ’n’ roll, so you see a lot of spikes and skulls and black,” said Lavigne. “They are bold pieces. They make a statement. They are a lot of fun.”
“Avril, I feel, is such a punk rock sweetheart,” said Kimora Lee Simmons, president and creative director of JustFab.com. “She really has a distinct look, feel, flair and style, and certain elements of that, speaking from a design standpoint, will cross over and resonate with our members.”
JustFab.com’s first foray into a brand partnership was with Iron Fist, which, like Abbey Dawn, is produced by Los Angeles-based Blank Generation. The success of that partnership gave the Web site the confidence to pursue the Abbey Dawn hookup. It doesn’t hurt that Lavigne has proven she can attract a formidable online audience, with almost 30 million fans on Faceboook and 3.9 million Twitter followers.
Travis Anderson, chief executive officer of Blank Generation, said Lavigne’s social media strength is translating into building an e-commerce customer base for Abbey Dawn. He said 40 percent of the brand’s sales are currently online, but he expected that figure to increase to 50 percent within the next two years. Both online and at traditional retail, Anderson forecast the brand would generate $50 million-plus in sales in the next three years.
JustFab.com wouldn’t divulge sales projections for the Abbey Dawn accessories, but did disclose that the site overall is currently registering $5.5 million in sales a month. It has more than 4 million members and anticipates selling in excess of 2.5 million shoes and bags this year. JustFab.com raised $33 million last September in a round of Series A funding led by Matrix Partners.
Lavigne, 27, who recently inked a deal with Sally Hansen and has three fragrances with Procter & Gamble Prestige, said Abbey Dawn has grown up along with her. “It is geared toward an older age group. It started at Kohl’s. It was at a cheaper price point. The quality maybe wasn’t as good. Now, it is a little higher price point and better quality, which makes me happy,” she said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)