In a bold fusion of motorsports and fashion, NASCAR is shifting gears in more ways than one. While engines roar through the heart of downtown Chicago during the Grant Park 165 and The Loop 110 races, another type of spectacle is unfolding nearby — a student-led, sustainable fashion runway show created in collaboration with Columbia College Chicago. It’s a first-of-its-kind activation blending the culture of high-speed racing with high-impact design, all timed to coincide with one of NASCAR’s most daring weekends.
At the crossroads of creativity, climate awareness, and competition, NASCAR’s new partnership with Columbia fashion students brings a fresh dimension to the racing world — one that struts as much as it sprints.
Key Highlights
18 students and alumni will compete with sustainable garments made from recycled NASCAR materials.
July 5 runway show will be held near Buckingham Fountain during NASCAR’s Chicago Street Race weekend.
Cash prizes up to $1,500 will be awarded to top student designers by a panel of judges.
Design inspirations range from racing suits to Fast & Furious, blending motorsports and fashion seamlessly.
NASCAR’s first fashion partnership with Columbia College marks a creative leap into eco-conscious culture.
The Green Flag on a New Partnership
The partnership between NASCAR and Columbia College emerged through the school’s Fashion Lab internship program, placing students at the center of one of NASCAR’s largest cultural events of the year. What started as a spring internship quickly evolved into a race-weekend fashion activation, culminating in an on-site runway show near Buckingham Fountain on Saturday, July 5.
To kick off the project, NASCAR donated recyclable and upcycled materials — the only fabrics students were allowed to use. The challenge: craft garments that not only represent the energy and aesthetics of NASCAR but also stand up as sustainable, fashion-forward statements.
Eighteen students and recent alumni signed on to the challenge, each tasked with creating one original garment made entirely from the donated materials. The goal? To deliver a design that embodies speed, strength, and sustainability — and earns a place on the outdoor runway in the middle of NASCAR’s Chicago festivities.
Revved-Up Runway: The Competition Heats Up
Designs will be judged during the pop-up fashion show on July 5, with winners earning cash prizes ranging from $500 to $1,500. The event will be livestreamed through Columbia College’s social media channels, inviting fans from both the fashion and racing worlds to witness the merge of two seemingly opposite cultures.
For the students, the challenge has deeper meaning. “I wanted to incorporate high fashion with something that could be used in their everyday life,” said alum Brandon Barrera, who drew inspiration from NASCAR drivers’ racing suits to create something both functional and bold.
Larissa Eastman, another alum, found design inspiration in the Fast and Furious film franchise, blending cinematic action and industrial details. Their outfit, built using chains and grommets, is meant to channel the pulse-pounding adrenaline of a race engine.
Senior marketing major Seng Xiong sees the event as a platform.
“I’m not looking to start my own brand, but rather put my name out there.” – Seng Xiong
Recognition in the fashion industry, especially in crossover events like this, can often serve as a career launchpad.
From Race Cars to Runways: Why It Matters
The project stands at the intersection of multiple movements reshaping the future of both fashion and motorsports: sustainability, representation, and cross-industry collaboration. NASCAR’s willingness to engage with emerging designers, particularly from an urban and arts-focused institution like Columbia, signals a broader push to modernize its image and engage new demographics.
Colbey Reid, director of the School of Fashion, believes this experiment could lay the groundwork for more collaborations:
“The collaboration has been extremely productive, and we are delighted to have the opportunity to enact our own proposal on race day in downtown Chicago.” – Colbey Reid
While it’s uncertain whether the fashion show will become an annual tradition, early indications suggest this kind of creative partnership is precisely the kind of outside-the-box engagement NASCAR needs to continue its cultural expansion.
Chicago Weather Could Play Spoiler—Again
Of course, no NASCAR weekend in Chicago would be complete without a little help (or havoc) from Mother Nature. With Saturday and Sunday both expected to reach the 90s, and storm chances hovering between 30–40%, drivers and fashion models alike may be battling the elements.
Saturday’s forecast:
🔥 Highs near 90°F
🌡️ Heat index of 101°F
🌧️ 30% chance of afternoon storms — potentially impacting both Cup qualifying and the fashion event
Sunday’s forecast (Cup Series Grant Park 165):
🔥 Highs still in the 90s
🌡️ Heat index near 98°F
🌧️ 40% chance of rain, particularly in the afternoon
The last two years have seen rain delays, shortened races, and dramatic shifts in race outcomes. And with this year’s fashion event being outdoors, the unpredictable Chicago weather adds yet another layer of excitement — and urgency — to both the race and runway schedules.
News in Brief: NASCAR’s Fashion-Fueled Chicago Weekend
As engines rev and fans gather for a weekend of elite competition, the 2025 Chicago Street Race will do more than just crown winners on the track. Thanks to a bold collaboration between Columbia fashion students and NASCAR, it will also showcase the power of sustainable design, youth creativity, and cross-industry innovation.
In an era where cultural relevance is as crucial as speed, NASCAR’s fashion-forward gamble may prove to be one of its smartest moves yet. Whether the runway glistens under the sun or dodges a downpour, one thing is clear — style has officially arrived at the speedway.
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