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EXCLUSIVE: Avril Lavigne Debuts Her New 'Forbidden' Fragrance

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Dusan Reljin

Never one to stay inside conventional lines, punk-pop princess Avril Lavigne is now encouraging fans to adopt her ‘live by your own rules’ approach with the debut of her second scent, Forbidden Rose. “I wanted to create a fragrance which takes the unique attitude of my first scent to a new emotional depth, adding mystery as well as a bit of magic,” Avril says in a release. The alternative pop rocker, who recently inspired boyfriend Brody Jenner to add an “A” to his mohawk,  found inspiration for her new fragrance in the symbolic black rose, while the ad campaign, shot by Dusan Reljin for print, evokes the dark fantasy world of Tim Burton’s Edward Scissorhands and Alice In Wonderland. Avril’s skater-girl style also extends to the scent’s bottle, which features a removable silver barbed wire wrapped around its neck, designed to be worn as a ring. Fusing fruity, floral and woody notes, Forbidden Rose is priced from $29 to $39, and is available this month exclusively at Kohl’s stores and —Jessie Goldberg