Students from the Art Institute of California San Diego will bring the glamour of old Hollywood to San Diego’s West Coast Tavern and Birch North Park Theatre with “The Picture Show,” on Friday, Dec. 18, starting at 7 p.m.

“The Picture Show” is a fashion show featuring menswear and womenswear looks inspired by the 1920s, 1930s and 1940s eras.

“Something people will recognize most is the flapper look and the 1940s pinup girl with the James Dean almost-greaser look,” Robyn Cerff, the fashion show director said. Cerff and her team of nine students are producing the show featuring more than 60 looks with a budget of $100.

“We’re doing traditional looks with real vintage clothing from the time periods, as well as contemporary looks inspired by those time periods,” Cerff said. “You’re going to see a lot of older fabrics like satins with sequins, some cottons and definitely satines, lace, and chantilly. You’re also going to see our takes on them with maybe satins to cotton poly blends, to brushed cottons and leather. We’re kind of redoing classic looks for the contemporary.”

“I believe fall has these inspirations,” team member Marisa Ditimus said. “It’s kind of a trend we see currently.”

The pre-party and after party will take place at the West Coast Tavern, while “The Picture Show” will take place in the Birch North Park Theatre. The two structures are connected and will make for smooth transitions.

The group chose the Birch North Park Theatre and West Coast Tavern for their show because of the location’s vintage appeal.

“The venue we’re using was built in 1929,” Cerff said. “They have a lot of the original theatre architecture and décor that’s been restored. The West Coast Tavern has kept a lot of the original frescas and the original carpeting and all the seating in the theatre is original movie theatre seating.”

The unconventional setting has inspired a unique idea for their runway.

“We are utilizing the stage but our models are actually going to come off the stage and utilize the aisles fo runways as well,” Cerff added.

The challenge for the students was to create a show featuring clothes from local retailers with their networking skills and little money.

“We’re taking pieces from retail stores to fit our theme and creating a line,” Ditimus added. “The retailers we’ve contacted have been really nice and willing to work with us because we’re students.”

“The Picture Show” will feature garments from Twirl, Kate Ross, Material, Frock You Vintage Clothing and David’s Bridal.

“We’re having about 60 looks and we’re doing one model per look,” Ditimus said. “We didn’t want to do changes because we’re using vintage clothing.”

“The Picture Show” is the student’s final project for the semester and features an audience feedback form for attendees to tell the students what they did and did not enjoy. The students will be graded on various areas including audience attendance, marketing efforts and distribution methods and the quality of hair and make-up on the models.

“I think they really carried the theme in all aspects,” instructor Denise Moreno said. “They’re creating themes; which is something that has never been done in my class before.”

The students handed out a popcorn box with invitations to “The Picture Show,” a clever marketing idea Moreno raved about.

“With the swag bags and the marketing, they’re really going above and beyond what is required of them.”

Cerff complimented her team’s work ethic.

“I’m very blessed with the people in my group because everyone does their tasks well,” she said. Cerff explained it is her job as the director of the fashion show to solve problems when they arise because instructor help is not available for the assignment.

“I get the responsibility of everything, but my group is fabulous so I don’t have to worry about much,” she praised.

“I think what you’re going to see is very much inspired by that era, but it will be very fresh,” Professor of Marketing at the Art Institute of California San Diego Brian Van de Mark said, who has worked with the students before, including Ditimus.

“These students are phenomenally talented,” he said.

van de Mark emphasized the difference in curriculum between the Art Institute of California San Diego and traditional universities.

“This is a hands-on, project based, kind of school as opposed to a theory based curriculum,” van de Mark said. “This tends to attract highly creative individuals who don’t have to learn to think outside the box because they’re already living outside the box,” noting this experience gives the students an automatic advantage in their careers.

“How many students from traditional universities can say they’ve actually produced a fashion show,” van de Mark said.

The students will donate 100 percent of their proceeds to Childhelp and Jeans 4 Justice, two organizations fighting abuse.

“They’re both child related and we wanted to stick with that theme,” Ditimus added.

Child Help is a national non-profit organization dedicated to helping victims of child abuse and neglect. The services Childhelp supports include residential treatment services, children’s advocacy centers, therapeutic foster care, group homes, and education and training.

“Childhelp exists to meet the physical, emotional, educational and spiritual needs of abused, neglected and at-risk children,” the organization’s web site said. “We focus our efforts on advocacy, prevention, treatment, and community outreach. Childhelp programs and services are designed to help children from any situation and let them experience the life they deserve – one filled with love.”

Jeans 4 Justice originated from a grassroots campaign launched in 1999 after an Italian High Court overturned a rape conviction because the victim was wearing jeans.

“It is common knowledge that jeans cannot even be partly removed without the effective help of the person wearing them…and it is impossible if the victim is struggling with all her might,” the court said.

The organization uses fashion as a voice for empowerment and self expression. Jeans 4 Justice creates partnerships with artists, designers, innovators and educators to advocate against sexual violence. “Jeans 4 Justice inspired a movement to bring an uncomfortable and understated issue into the limelight with something fresh, edgy, and universally understood,” the organization’s web site said. “Rape is not what you wear.

The West Coast Tavern is located at 2895 University Avenue, in North Park. For more information or to purchase tickets, visit www.thepictureshow.webs.com.