Maisie McDonald ’23 and Leah Rosenkranz ’24, both fashion design management majors, were named 2023 Fashion Scholarship Foundation (FSF) scholars. Each earned $10,000 scholarships, attended career workshops and a gala in New York City, and will receive mentoring opportunities.

FSF is a fashion-oriented education and workforce nonprofit that provides scholarship and career opportunities to students. The FSF case study scholarship, their signature program, is open to high-achieving students who submit a winning case study on current issues facing the fashion industry.

McDonald’s case study proposed a collaboration between MadHappy, a streetwear brand pioneering the mental health fashion market, and HandHugs, by adding deep pressure stimulation (DPS) to their garments. “Many students face anxiety and other mental health challenges,” said Maisie. “Last year I got a weighted-blanket and it made such a difference in managing my anxiety. I believe there is a market for consumers who are looking for wellness as a component of their fashion.”

Rosenkranz developed a marketing strategy for Lululemon, proposing ways to engage and acquire female customers, age 50-65. “I was familiar with the brand because I worked for Lululemon in the past, but the case study provided an opportunity for me to connect with alumni and to gain valuable marketing experience,” said Leah.

The first week in April, scholarship winners were invited to a two-day workshop in New York to attend Q&A events with industry leaders including executives at Condé Nast/Vogue, Nordstrom and Kohls. The crowning event was a formal gala hosted by model Karlie Kloss. FSF scholars presented posters about their case studies to the who’s who of the fashion world including Martha Stewart, Tommy Hilfiger, and yes, Anna Wintour. Kim Phoenix, senior lecturer in Human Centered Design and Samantha Stern ’17 fashion design management and former FSF scholar also attended the gala.

“We got a lot of great insight into the fashion industry,” said Leah.

“I learned about the importance of finding a mentor in this industry,” said Maisie. “It is something the FSF network will help us with in the coming weeks.”