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.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion