KALAMAZOO, Mich. — Bejeweled boots, Buster Brand blouses and fringed looks — Western Michigan University students bring their best Bronco spirit to a behind-the-scenes experience at one of the fashion industry’s biggest events. did.
genesis fernandesfashion design and development student, and Ainsley RahmThe supply chain management students will be taken on an all-expenses-paid trip to New York Fashion Week (NYFW) in February after winning the Bronco Spirit in Motion Competition. are.
Ainsley Rahm presents a student-designed T-shirt marketing campaign concept.
“I’m still in shock,” Fernandez says. “New York is where I want to live. I feel like every major in the fashion industry wants that. So right now, this is the closest thing to a dream come true for me. To have this opportunity , it’s like a glimpse of what my future will be.”
With support from Western Office of Marketing and Strategic Communications In partnership with Collegiate Licensing Company (CLC) and IMG’s Fashion Events Department, students will attend UofNYFW. This is a unique educational opportunity to take a peek behind the curtain of the fashion industry, with access to carefully selected runway shows, panel discussions, and networking with industry leaders. .
“When I found out I won, I immediately called my mom crying,” says Rahm, who has been interested in fashion since childhood.
“I remember when I was in about 4th grade, I was trying to design clothes on the mannequins my grandma bought me. I told her I was sick and she let me stay home from school. I think we just wanted to hang out with each other and watch ‘Project Runway’ all day,” she says. “If my mother found out, she would be angry, but after that she watched it with me.That’s why I always wanted to do New York Fashion Week, but I never thought it would actually happen.”But… , it has become a reality! ”
contest
Launched at Western in 2022, the NYFW competition challenges students interested in a career in the fashion industry to test their skills and creativity. This year’s participants were asked to create a visual design, product design or marketing project that captures the dynamic essence of the Bronco through fashion and design and brings WMU’s spirit and pride to life.
Genesis Fernandez conceptualized the cowboy boot to enhance Bronco’s spirit wear style.
A committee comprised of faculty and staff from the Office of Marketing, Strategic Communications, School of Education and Human Development, School of Fine Arts, and Howarth College of Management scored the presentations and selected the winners. Projects were judged on concept and creativity. Visual presentation quality and delivery. Relevance and interpretation of the Bronco theme. Narrative and Justification. Professionalism and formality. and market considerations.
“I was impressed by the wide range of interpretations of the challenge. There were ideas ranging from the latest AI technology to upcycling Western Herald newspapers into clothing. This type of contest is a great way to show how much we can do here on campus. “It really highlights how creative you are,” he says. greg garfenResident Executive in Advertising and Promotions.
Fernandez has created a line of cowboy boots tailored for Western fans, with styles featuring a star-studded W and gold and brown stripes on fan-favorite overalls sold in bookstores. We conceptualized the Bronco Boot.
“I really wanted to focus on what students were missing[in their fans’ wardrobes]and what they were actually looking to buy,” she says. Fernandez also drew inspiration from the legendary Bronco hat, a cowboy hat that the provost’s office hands out at pop-up events during the school year. “The hat is really cool and I feel like it gives a sense of unity to the university.”
She also thought about the potential to add glamor to boots, allowing consumers to tailor their shoes to their own style, and offering more opportunities to generate revenue.
“Genesis stood out because they thoroughly analyzed the current Spiritware offering and instead of recreating the wheel, decided to complement what currently exists,” says Garfen. “Her cowboy boot design was the perfect addition to the clothing students are currently wearing to show their spirit.”
A student shows off a cowboy hat and jacket with embroidery and fringes.
Following marketing design direction, Rahm developed a comprehensive campaign for student-designed T-shirts. She conducted extensive market research, surveyed students about their shirt preferences, and reviewed other successful university campaigns to design T-shirts rooted in tradition.
“I remember my summer camp and everyone signing your T-shirts, and the T-shirts became like a scrapbook of my wardrobe from that time.” she says, suggesting that the annual shirt design will be displayed annually in Heritage Hall.
“I liked this idea because it shows how students interpret the spirit of WMU over time. Her idea to market the shirts to students and alumni was very powerful.” Garfen says. “Ainsley knew her target market: Gen Z loves experiences, and having a student group make a shirt and keep it long after graduation could be a winning idea. I knew that this idea was sustainable in that it would happen year after year and there would be ongoing sales even after graduation. ”
To drum up interest, Rahm also developed a social media promotion plan, pop-up events to spread the word about the shirts, and a promotion where students received discounts on meals at athletic events when they wore the shirts.
“Both winners really captured the spirit of the challenge,” Garfen said, adding that several others, including a student who made a Western jacket from scratch with fringes, rhinestones and embroidery, and a student with a dream. added that students came up with equally impressive concepts. Launching an artificial intelligence program that allows students to design unique spirit wear that reflects the WMU brand and the personality of the person wearing it.
One student made a dress from an old copy of the Western Herald.
“Students will be able to stand out in the brown and gold crowd while proclaiming their allegiance to Western,” he says.
Fernandez and Rahm each purchased a piece of spirit wear at the WMU Bookstore and will take it with them to represent the university during their time in New York. I plan to connect both last year’s winner, Laura Argentito get tips on how to make the most of your NYFW experience.
“I would like to delve deeper into the fashion industry. Instead of just watching fashion week from a screen, I get to learn first-hand what fashion week is like and talk to people who have been part of the industry for many years. and see what opportunities are there and where the industry is headed,” says Rahm.
“This is a really great opportunity,” Fernandez added. “I’m so excited. It’s like a dream.”
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