#inform-video-player-1 .inform-embed { margin-top: 10px; margin-bottom: 20px; }

#inform-video-player-2 .inform-embed { margin-top: 10px; margin-bottom: 20px; }

JOHNSTOWN, Pa. – Senior students of the University of Pittsburgh at Johnstown’s business and enterprise division are setting the stage for a fashion show with bold ambitions to help develop The Johnstown Galleria.

The show, themed as “Y2K Fashion- Dawn 2 Dusk,” is scheduled for 7 p.m. April 12.

It will be open to the public with VIP and general seating tickets available starting Thursday at UPJfashion.com.

All proceeds will benefit the local Stork Fund, an organization focused on helping families with fertility issues.

Students have enlisted the help of photography and clothing businesses in the mall while simultaneously promoting those businesses through the project. The concerted effort may also set owner Leo Karruli and development partner Mike Kovatich in a stronger position to attract national clothing brands to open in the mall.

The show’s main goal is to make the mall a hangout for Gen Z, Pitt-Johnstown student Kendall Barron said.

“Malls across the board have declined,” Barron said. “I’d like to see the mall improve to be a place where kids go to hang out.”

Barron is a producer for the YTK-themed show with classmates Garrett Prosper and Will Small.

“The fashion from the late 1990s and early 2000s is starting to make a comeback with Gen Z, the demographic we are primarily targeting,” Prosper said. “We think the fashion show is a good way to capture the attention of that generation and give them incentive to come back to the mall.”

Pieces from Boscov’s and Repeat Boutique will be showcased, and the show also opens doors for new stores to consider opening in the mall.

Local digital artist Dave Luciew, owner of UltraSnaps studio in the Galleria, is providing area models participating in the show with advance portfolios and will also be capturing moments during the event.

Luciew’s resume includes work for high-profile Hollywood actors.

“What excites me about this is I’d like to see the mall attract new clothing stores,” Luciew said. “The students are bringing fresh life and energy.”

As the group seeks clothing to be showcased, Luciew’s cinematic, dramatic photos are helping the students make inroads with brands on behalf of the Galleria.

Luciew opened his studio in the Galleria about six months ago.

Small has been working closely with Luciew for the show and is promoting UltraSnaps along the way.

“It’s cool to see his professionalism, how detail oriented he is,” Small said. “From a business and marketing perspective, through doing this I’m also able to promote his business. People don’t understand the quality of work they have here in Johnstown.”

The students are using social media platforms, including TikTok, Instragram and Facebook, to show behind-the-scenes stories at the mall while also promoting the fashion show.

Students have divided into teams with focuses on production, apparel/models, staging/lighting, and marketing/promotion.

The students have been prepared for the project by Pitt-Johnstown Marketing and Entrepreneurship professor Skip Glenn, who said they are committed to transforming the Galleria Gen-Z experience, focusing on creating memories through events and entertainment.

“This is the next generation that will be taking care of the mall and honoring its place in the community,” Glenn said.

Post-it notes with tasks to complete cover a wall of Pitt-Johnstown’s new annex in the Galleria, forming a road map to the scheduled show.

The classroom space, dubbed Mountaincat Worx on the second floor of the Galleria, was given to the students by Karruli after they presented pitches including the fashion show.

Karruli in turn invited students to come feel at home at the mall and offered the space to host classes and as a study lounge for students wanting to get off campus.

“Our team of marketing seniors are really thankful for Mr. Karruli embracing the idea that Pitt-Johnstown can help transform the Galleria into a great community asset for our fellow students who crave fun entertainment, great food and retail brands,” Prosper said. 

#inform-video-player-3 .inform-embed { margin-top: 10px; margin-bottom: 20px; }