Avril's Happy Branding

03/05/2008 8:00 AM, E! Online
Sarah Hall

Avril Lavigne is looking to launch the best damn brand.

The 23-year-old pop star has partnered with manufacturer Jerry Leigh to be the face of Abbey Dawn, a new junior's lifestyle brand, featuring jewelry and apparel inspired by Lavigne's personal style.

"I actually am the designer," Lavigne told USA Today of the venture. "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 singer said the Abbey Dawn line would include "a lot of hot pinks and blacks and stars and purple and zebra. Basically, everything I wear."

The line will be sold exclusively at Kohl's, with the first collection launching in July, just in time for back-to-school shopping.

"Our partnership with Avril Lavigne allows us to be true brand builders and we are proud to welcome Abbey Dawn into our family," Jerry Leigh president Andrew Leigh said in a statement. "We look forward to working with Kohl's on this launch and believe it will be a retail success."

The Abbey Dawn collection takes its name from Avril Lavigne's childhood nickname. Items will be priced between $24 and $48, with inventory to be refreshed every 60 days.

Apart from her new retail collaboration, the Canadian chanteuse kicked off her Best Damn Tour Wednesday in support of her latest album, 2007's The Best Damn Thing.

Lavigne has also been the subject of pregnancy rumors lately, with rampant speculation existing that she and hubby Deryck Whibley will be hearing the pitter-patter of little rocker feet in the near future.

When asked about the baby gossip by Access Hollywood on Tuesday, Lavigne played it coy.

"I don't know. You'll have to ask my reps," she replied, laughing. "Maybe!"