JCPenney Finds Fashion Stars with YouTube’s Help


JCPenney has teamed up with Bisou Bisou, one of its exclusive fashion brands, to launch an online fashion campaign. The Runway Your Way Design Challenge gives JCPenney fans the chance to help their favorite new designers with fashion scholarships.

Michele Bohbot, creator of Bisou Bisou, has hand-picked four students from Fashion Institute of Design & Merchandising (FIDM) to include in the challenge: Jenna Goldberg, Jon Rosario, Alyse Guercia and Jenny McClain. Each student created an original design that will be sold in stores and online and presented the garment for a video published on YouTube.

Fans are currently voting on their favorite, and the winning designer will receive a $2000 fashion scholarship. Voters are also entered to win a trip to LA, where they’ll be made over by FIDM and have lunch with Michele Bohbot.

Here’s the introductory video, which has nearly eighty thousand views so far.


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