Columbia College Chicago students began 2026 by participating in the National Retail Federation (NRF) events in New York City, where they earned $35,000 in scholarships and gained exposure to national industry leaders. The students took part in NRF competitions, alumni-led site visits, and a J-term immersion course designed to connect classroom learning with real-world experience.
Fashion Studies student Shamya Banks was named an NRF Next Generation finalist. Competing individually against students from across the country, Banks received a $15,000 scholarship for her concept developed for Crate & Barrel.
A team consisting of Advertising major Ashley Corona and Fashion Design BFA students Yasmine Karkouch and Mihir Patel competed in the NRF Foundation University Challenge. They presented a year-round gifting strategy to Macy’s executives and attended the NRF Honors Gala. The team was awarded $20,000 in scholarship support divided among its members.
“This trip is about showing students how their skills translate in real professional environments,” said Peg Murphy, associate professor at 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.”
The competitions were part of a broader academic program. Twenty-six Columbia College Chicago students traveled to New York as part of “Fashion in the Field: Fashion, Marketing and Media in NYC,” a J-term course aimed at immersing them in industry settings beyond traditional coursework. Students participated in both the NRF Student Program and Big Show conference where they engaged with industry leaders and learned about emerging trends within large-scale retail operations.
Faculty organized alumni-led site visits that introduced students to Columbia graduates working at organizations such as YouTube; Coach headquarters; L’Oréal headquarters; Randa Accessories; KCD Worldwide; Grand Army Agency; Nowadays Agency; ABC; Broadway productions; Edelman; and brands like Coach. These visits provided insights into branding, marketing work for global brands, public relations campaigns surrounding major fashion weeks, and more.
President Shantay Bolton attended an alumni gathering during the trip to emphasize Columbia’s commitment to connecting current students with graduates working across various industries.
Students also visited cultural institutions including the Metropolitan Museum of Art and viewed a retrospective by alumnus Rashid Johnson at the Guggenheim Museum.
Dana Connell, director of external scholarships and associate professor at the School of Fashion who co-led much of the programming said: “This experience offers students on-the-ground insight to see various roles up close and hear from the professionals doing the work. 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.”
Reflecting on her experience at NRF’s Student Program this year Banks stated: “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. 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.”
By week’s end, participants returned home having built new professional relationships while gaining clarity about their place within national fashion and retail sectors.
