Columbia students connected with the national industry in New York through NRF competitions, alumni-led site visits, and a J-term immersion linking classroom learning to real-world practice.

For a group of Columbia College Chicago students, 2026 began on a national stage—pitching ideas to Macy’s senior retail executives, meeting accomplished alums, and attending one of the industry’s largest conferences, the National Retail Federation’s Honors Gala in New York City. 

Fashion Studies student Shamya Banks was recognized as an NRF Next Generation finalist, competing individually against top students from across the country. Banks earned a $15,000 scholarship for the concept she developed for home decor and furniture retailer Crate & Barrel. 

Advertising major Ashley Corona and Fashion Design BFA students Yasmine Karkouch and Mihir Patel competed as a team in the NRF Foundation University Challenge, presenting a year-round gifting strategy to vice president–level executives at Macy’s. After rehearsing and pitching their campaign, the team attended the NRF Honors Gala, where finalists were recognized alongside industry leaders. 

The Columbia team received $20,000 in scholarship support, divided among the three students—an outcome that reflected both the rigor of the competition and the preparation behind it. 

“This trip is about showing students how their skills translate in real professional environments,” says Peg Murphy, an associate professor in the School of Business and Entrepreneurship who co-led the experience. “Whether they’re pitching to executives, meeting alumni, or attending industry events, students begin to see themselves as part of the larger creative and business ecosystem.” 

Beyond Competition and Coursework 

While the competitions brought national visibility, they were part of a wider academic experience. Twenty-six students traveled to New York as part of “Fashion in the Field: Fashion, Marketing and Media in NYC,” a J-term course designed to immerse students in industry environments beyond the classroom. 

At the center of the course was participation in the NRF Student Program and Big Show, where students engaged with industry leaders, emerging trends, and large-scale retail operations. The conference setting allowed students to observe how creative, business, and marketing disciplines intersect at a national level—complementing the high-pressure competition experience with broader industry context. 

Alumni-Led Industry Access 

Faculty coordinated a series of alumni-led site visits that connected students with Columbia graduates working across fashion, retail, marketing, and media at well-known brands and leading organizations. Visits included YouTube; Coach headquarters; L’Oréal headquarters; Randa Accessories; and KCD Worldwide, a public relations agency representing global designers and retailers and producing events surrounding New York, Paris, and Milan Fashion Weeks as well as the Met Gala. 

Students also met with alumni at Grand Army Agency and Nowadays Agency, gaining insight into branding and marketing work for major global brands and campaigns.

The New York experience also included a dedicated alumni gathering that connected students with Columbia graduates working across industries in the city, including alumni at ABC, Broadway productions, major agencies such as Edelman, and brands like Coach. President Shantay Bolton attended and spoke with students during the event, underscoring the institution’s commitment to alumni engagement and career-connected learning. 

Museum visits to the Metropolitan Museum of Art and the Guggenheim Museum provided additional cultural context. At the Guggenheim, students viewed a major retrospective by Columbia College Chicago alum Rashid Johnson ’00, offering a direct connection between classroom learning and global art institutions. 

For Dana Connell, director of external scholarships and associate professor in the School of Fashion who co-led the course and coordinated much of the programming, the New York experience was designed to expand students’ perspectives. 

“This experience offers students on-the-ground insight to see various roles up close and hear from the professionals doing the work,” says Connell. “Retail and fashion are robust industries with career pathways far beyond what students see in the classroom or on their social feed. We’re expanding their understanding of how creative careers move across cities and industries, and how alumni relationships help students navigate those paths with confidence.” 

By the end of the week, students returned to Chicago with a clearer understanding of how their work fits into the national fashion and retail landscape—and with professional relationships and experiences designed to support their careers long after graduation. 

“I will never take lightly what it means to have access to this program and these scholarships through Columbia College Chicago’s partnership with the NRF Foundation,” says Banks. “My experience at the Student Program this year was a full-circle moment. Being celebrated as a finalist brought heightened visibility and allowed me to network with executives and connect with peers in meaningful ways.”

See more from the NYC experience on Instagram. 

• Fashion
• Alum
• Business and Entrepreneurship
• Industry Partnership
• Visual Arts

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