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.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)