July 13, 2007

Eastridge to hold week-long fashion camp

Camp to conclude with runway show

By Carol Rosen
Staff Writer

Sixty lucky teens will participate in a weeklong fashion camp at Eastridge Mall this August.

The six-day camp begins Monday, Aug. 6, and will finish with a half hour fashion show where the campers do all the behind the scenes work. The fashion show is scheduled for Saturday, Aug. 11, from 1 to 1:30 p.m. at Eastridge.

Girls from an earlier camp session mug for the camera after designing a dress out of a T-shirt.

The campers will learn the various facets of the fashion industry, from fabric and other materials, to designing clothes, to putting on a fashion show.

The camp is part of General Growth Properties, which operates Eastridge, and a number of other malls throughout the United States. Last year, General Growth Properties held a similar camp at the Galleria Dallas, which turned out to be a huge success, said Eastridge Marketing Manager Alice Snyder. In fact, the camp was so successful, noted Snyder, that General Growth Properties is providing sessions in eight different U.S. cities, including San Jose, Las Vegas, Atlanta and Dallas.

While the teens are having fun, they also will be learning what it would be like to have a fashion-oriented career. Karl Marshall, an international model for 10 years, will direct the camp. Marshall has worked in the fashion industry for more than 18 years. He produces fashion shows and events for the World Trade Center/Fashion Center Dallas and has contributed to several events for clients such as Dillards, Stanley Korshak, Escada, Galleria Dallas and Nordstrom. Marshall will be assisted by 11 camp counselors along with volunteers and fashion leaders from all over the country.

“This is like an industry class of fashion 101,” said Snyder.

Among the presentations for the teens will be one by Cherie Cole, a Donna Karan fragrance representative for Macy’s. The Academy of Art University in San Francisco is sending a representative to discuss fashion design. American Eagle Outfitters will present a session on retail management and Cotton Incorporated will provide design exercises.

“It’s great to be able to provide a fun and educational experience for teens interested in the world of fashion,” said Snyder. “Learning inside tips from industry experts such as Cotton Incorporated will hopefully put them one stylish step ahead of the game when they continue their studies.”

The camp will provide individual and group assignments including one where teens will get to design their own jeans. Their final assignment will be to put together and run a back-to-school fashion show. They will direct and choreograph the show as well as choose outfits from stores within the mall and work behind the scenes with about 12 different models.

Following presentations by the various company representatives, the teens will get a chance to see what they learned by going through the paces themselves. For example, after Cole’s fragrance presentation, the teens will be able to experiment with scents and design their own fragrances. Faculty members from the Academy of Art will discuss clothing design elements, leading to the teens trying to design outfits. Cotton Incorporated also will offer design activities where the teens will design T-shirts and other clothing items.

Retailers such as American Eagle Outfitters will discuss how to run a clothing store and how to prepare for the different seasons. Dan Steiman from Nearby Now, which makes mobile products that offer information on various items at the mall or through online searches, will host a presentation about how technology through mobile phones can affect shopping and retail habits.

“I am very excited and the mall store owners feel privileged to host the camp. It’s a really good idea for those who are thinking about a fashion career but often don’t know where to start or whether it’s really what they want to do,” said Snyder. “The camp gives them clues as to the various fashion fields.”

It also is a way for the teens to spruce up a resume for college or for a career, Snyder said. She cited the example of a former camper who now is working in Hollywood as a costume designer.

The camp will run from 9 a.m. to 4 p.m., Monday through Saturday, including the fashion show on Saturday, Aug. 11. It is limited to 60 teens, and further limited to those entering 10th through the 12th grades. Cost is $150 per camper and covers the cost for all materials, from T-shirts to individual and group design needs, and project elements. In addition, lunch and refreshments will be served each day.

Applications are available at the mall’s customer service desk or on the Web site at www.eastridgecenter.com. Click on events on the left hand side of the page and choose Fashion Camp for Teens. The application deadline is July 23.

Anyone who applies can also enter a T-shirt design contest where one winner will have their T-shirt design worn by all Eastridge fashion campers.