Henry Lamb/Photowire/BEImages

It’s been almost three years since Avril Lavigne debuted her clothing line, Abbey Dawn, and though various looks have come and gone, the brand’s message has stayed the same. “It’s rock ‘n’ roll,” Lavigne told PEOPLE Tuesday night at a party celebrating her new album, Goodbye Lullaby, at SL lounge in New York City. “It’s for a girl who likes to express herself and be edgy. It’s bold, [and] makes a statement. It’s feminine and fun.” Originally conceived as a junior’s line for Kohl’s, Abbey Dawn is now international — “in over 50 countries,” boasts Lavigne — and includes T-shirts, hoodies and caps for women (plus tops and hats for men, too). “I’m very hands-on,” Lavigne explains of her involvement with the line. “Some people probably aren’t but I am. I own it and it’s my idea, my vision.” The 26-year-old rocker says her products, which include fragrances Black Star and Forbidden Rose, connect to her music, too. “The intro to my album is called ‘Black Star,’ and the message behind the fragrance is to reach for the stars,” she shares. “That’s always been my message for fans.” —Reporting by Carlos Greer