Client: Avril Lavigne
Deliverable: Website + Social Assets
Year: 2020-present

Avril Lavigne’s clothing line, Abbey Dawn, was coming back in 2020 and needed a simple website before the holiday season. Taking on all things Avril web-related, I jumped in. Building off the rough, “street” style of her clothes, I made a spray-paint and graffiti look and feel that was very rough around the edges.

Without a fashion shoot to work off of, I decided to keep the site very minimal. I used free, stock images of people that fit what I was looking for and added the clothing designs. Instant models! I’m sure more photos of the clothing line will be taken, but for now, this did the trick.

To announce the line on Abbey Dawn’s social channels, I created a series of images using the models from the site, again, keeping it simple and rough. This created a unified look and feel from web to social.

More to come!