Two Broncos win exclusive New York Fashion Week 2025 experience
KALAMAZOO, Mich.—Bejeweled boots, Buster-branded blouses, fringed fashion—Western Michigan University students channeled their best Bronco spirit for a shot at a behind-the-scenes experience at one of the fashion industry's biggest events.
Genesis Fernandez, a fashion design and development student, and Ainsley Rahm, a supply chain management student, will both be whisked away in February on an all-expenses-paid trip to New York Fashion Week (NYFW) after winning the Bronco Spirit in Motion Competition.
"I'm still kind of in shock," Fernandez says. "New York is where I want to live. I feel like every fashion major wants that, so this is the closest thing right now for me to achieving my dreams. Having this opportunity is like getting a glimpse into what my future can be."
Supported by Western's Office of Marketing and Strategic Communications in partnership with the Collegiate Licensing Company (CLC) and IMG's fashion events division, the students will attend UofNYFW, a unique educational opportunity offering a peek behind the curtain of the fashion industry with access to select runway shows, panel discussions and networking with industry leaders.
"I called my mom crying immediately when I found out I won," says Rahm, who has been interested in fashion since she was little.
"I remember being in like fourth grade trying to design clothes with a mannequin that my grandma got me. I would tell her I was sick so she would let me stay home from school—I'm pretty sure we just wanted to hang out with each other—and watch 'Project Runway' all day," she says. "My mom would get upset when she found out, but then she'd watch with us. So, New York Fashion Week has always been something that's been on my mind that I would love to do; I just didn't think it would be possible. But, oh my gosh, now it's a reality!"
The contest
Launched at Western in 2022, the NYFW competition challenges students interested in careers in the fashion industry to put their skills and creativity to the test. This year, 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 spirit and pride to life.
A committee composed of faculty and staff members from the Office of Marketing and Strategic Communications, College of Education and Human Development, College of Fine Arts and Haworth College of Business graded the presentations and chose the winners. Projects were judged on concept and creativity; visual presentation quality and delivery; relevance and interpretation of Bronco theme; narrative and justification; professionalism and format; and market consideration.
"I was impressed by the wide interpretation of the assignment. There were ideas that ranged from the latest AI technology to upcycling Western Herald newspapers as garments. This type of competition really highlights just how much creativity we have here on campus," says Greg Gerfen, executive-in-residence of advertising and promotion.
Fernandez conceptualized Bronco Boots, a line of cowboy boots tailored to Western fans in styles that featured star-studded W’s and even the gold and brown stripe of the fan-favorite overalls sold in the bookstore.
"I wanted to really focus on what students are missing (in their fan wardrobe) and what they are actually going to buy," she says. Fernandez also drew inspiration from the Legendary Bronco Hats: cowboy hats the Office of the President distributes at pop-up events throughout the school year. "The hats are really cool, and I feel like it makes you feel united with the University."
She also thought about the potential to add charms to the boots, allowing consumers to tailor their footwear to their own style and also offer more opportunities for generating revenue.
"Genesis stood out because she thoroughly analyzed the current spirit wear offerings and, instead of recreating the wheel, she decided to compliment what currently existed," says Gerfen. "Her cowboy boot designs were the perfect addition to the clothing that students currently wear to show their spirit."
Rahm followed the marketing design prompt, laying out a comprehensive campaign for a student-designed T-shirt. She included extensive market research, polling students about shirt preferences and considering other successful university campaigns to design a tee rooted in tradition.
"I thought back to my summer camps and how everyone would sign your T-shirts and they became a sort of wardrobe scrapbook of that time," she says, suggesting the annual shirt designs be displayed year after year at Heritage Hall.
"I loved this idea because it will show how students interpret the spirit of WMU over time. Her ideas to market the shirt to students and alumni were so strong," Gerfen says. "Ainsley understood the target market. She knew that Gen Z likes experiences, and the experience of having the student body create the shirt and having it live long after they graduate has the potential to be a winning idea. This idea is sustainable in that it can happen year after year and result in recurring sales, even after graduation."
To generate interest, Rahm also developed a social media promotion plan, pop-up events to disseminate the shirts and a promotion where students could receive discounts on food at athletic events when they wore their shirt.
"Both winners captured the spirit of the assignment," says Gerfen, adding several other students came up with impressive concepts as well, including a student who made a Western jacket from scratch, complete with fringe, rhinestones and embroidery, and a student who dreamed up an artificial intelligence program that would allow students to design their own spirit wear that both reflected the WMU brand and the uniqueness of the person wearing it.
"Students would be able to declare their loyalty to Western but still be able to stand out in a crowd of brown and gold," he says.
Fernandez and Rahm will each get to shop for spirit wear in the WMU Bookstore to take with them to represent the University while in New York. Both also plan to connect with last year's winner, Laura Argentati, to get some tips on how to get the most of their NYFW experience.
"I'm hoping to really delve into even more about the fashion industry—not just seeing fashion week from my screen but being able to learn firsthand what it's like, being able to talk to people who have been part of this for a long time and see what opportunities there are and where the industry is going," Rahm says.
"It's a really, really great opportunity," adds Fernandez. "I'm just so excited. It's like a dream."
For more WMU news, arts and events, visit WMU News online.