Students in JCCS Create Marketing Campaign for Global Line of Designer Handbags

Students in JCCS’s South Region recently had the opportunity of a lifetime to create a marketing campaign for a line of designer handbags.

Through arts partner A Reason to Survive (ARTS) and local education non-profit Dreams+Ducats, 11 students participated in a two-month paid apprenticeship in which they learned the fundamentals of branding and campaign strategy, receiving mentorship and creative coaching from industry experts.

This included a visit from Natasha Thomson, senior manager of digital marketing at Condé Nast for Vogue and GQ, who shared with students her expertise and insights from working on global cross-platform campaigns.

“Before this, I didn't know what I wanted to do for my career, but now it did bring out something I want to pursue in life,” said Guadalupe, a student at Global Academy.

The culmination of the experience was a youth-led photoshoot that combined street style with high fashion. It featured handbags provided by the London-based fashion brand Kurt Geiger, all set against the backdrop of South County San Diego.

“This project gave participants the opportunity to bring their story to the forefront, creatively expressing the beauty of the places they come from,” said Lucy Eagleson, executive director for ARTS. 

As an ode to the London connection and their famed Tube, the students featured the San Diego Trolley in many of their photos.

"I could possibly make a career out of this," said Dianella, a student at Global Academy. "I really get to see an insight of how it works."

Their journey is captured in a series of behind-the-scenes videos created by ARTS that document the students’ experiences throughout the apprenticeship. Watch them on ARTS's Instagram page.

“These videos showcase their growth, teamwork, and the significant impact that creativity can have on young people during these crucial stages of development,” Eagleson said.

The opportunity was made possible through a grant ARTS received from the Kurt Geiger Kindness Foundation, the non-profit charity associated with the designer. The foundation selected ARTS so they could work with justice-impacted youth on the project. Kurt Geiger will also be opening a store in Fashion Valley Mall later this month.

The partnership between ARTS and Dreams+Ducats also marked the launch of the paid apprenticeship through ARTS and funded by the Prebys Foundation.