Avril Lavigne , who wore some of the clothes and jewellery from her line at various concerts before its official launch, pointed out that she was not merely licensing her name to the collection. "I actually am the designer. What's really important to me is that everything fits well and is well-made, so I try everything on and approve it all."The clothing line incorporates Lavigne's musical style and lyrics, "after the release of my first album, I realized how much fashion was involved in my musical career".
The designs were also featured on the Internet game Stardoll, where figures can be dressed up as Avril Lavigne. On 14 September 2009, Lavigne took her then latest collection for her clothing line to be a part of the New York Fashion Week. Lavigne returned to the New York Fashion Week once again in 2011 with Kylie Jenner, half sister to Lavigne's boyfriend Brody Jenner, making her runway debut modelling Abbey Dawn. In December 2010, the clothing line was made available to over 50 countries through the line's official website. "It's fun to be a chick and design clothes and things I'd like for myself. I design things I can't find." At the end of 2008, Lavigne signed a contract with Canon Canada to appear in advertising campaigns and commercials to promote the latest line of cameras and a full range of other accessories.
Lavigne released her first fragrance, Black Star, created by Procter & Gamble Prestige Products. The fragrance was announced on Lavigne's official website on 7 March 2009. Black Star, which features notes of pink hibiscus, black plum and dark chocolate, was released in summer 2009 in Europe, and later in the U.S. and Canada. When asked what the name meant, Lavigne replied, "I wanted the bottle to be a star, and my colors are pink and black, and Black Star resembles being different, and standing out in the crowd, and reaching for the stars; the whole message is just about following your dreams, and it's okay to be unique and be who you are."Black Star won the 2010 Best "Women's Scent Mass" by Cosmetic Executive Women (CEW). Black Star was followed by a second fragrance in July 2010, Forbidden Rose, which took two years to develop. It features notes of red apple, winepeach, black pepper, lotusflower, heliotrope, shellflower, praline agreement, sandalwood, and vanilla. Its message is an extension of Black Star's "follow your dreams", though the tagline for the new perfume is "Dare to Discover". The commercial takes place in a gothic garden setting, where Lavigne, upon entering the garden, finds a single, purple rose. Lavigne launched a third fragrance, Wild Rose, in August 2011 and filmed the commercial for it in late 2010. The tagline for the fragrance is "Dare to discover more". It features notes of mandarin, pink grapefruit, plum, orange blossom, frangipani, blue orchid, musk, sandalwood and crème brûlée.
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