Macy's new marketing effort targets college-aged students to promote its American Rag fashion apparel brand for young women, writes Promo Magazine. The retailer is hitting eight campuses nationwide with a peer-to-peer campaign and contest to reach fashion-forward girls.

Brand ambassadors are spreading the word about the Design an American Rag Print contest. Students are asked to create a print they believe fits the brand. The prints will be uploaded to AmericanRagCampus.com, where visitors can vote for their favorite. The contest runs through May 1.

The contest is being run on the campuses of Northeastern University, Northwestern University, Ohio State, San Diego State University, University of Central Florida, University of Minnesota and University of Texas and University of Washington.

Under the campaign, Macy's also rolled out the Be.Your.Self: Campus Looks marketing initiative. The open casting call is for students interested in being photographed for an American Rag catalog. Macy's said it will create a custom catalog featuring on-campus students.