Urban Outfitters Partners with HGTV to Give Gen Z the Dorm of their Dreams

Press Release

July 9, 2025

Launched as part of UO Haul: Special Delivery, the Dream Dorm Makeover Contest in collaboration with HGTV headlines the second phase of Urban Outfitters’ back-to-campus campaign.

Urban Outfitters is redefining the back-to-campus experience for Gen Z, teaming up with design destination HGTV to launch a national Dream Dorm Makeover Contest. The initiative is part of UO Haul – Urban Outfitters’ 360-degree campaign made to inspire student style, energize small spaces, and celebrate individuality during the most defining season of the year.

Every year, Urban Outfitters receives thousands of letters from students sharing their hopes, nerves, and excitement for the school year ahead. That spirit inspired UO Haul: Special Delivery, a series of surprise-and-delight moments designed to celebrate the class of 2025, rooted in recognition, community and the spirit of becoming. The Dream Dorm Makeover Contest is one of those moments, empowering students to reimagine their dorm as a space that’s both aspirational, achievable, and built for the next chapter of their lives.

From June 30 through July 30, students are invited to curate a Pinterest board that captures their vision for a dream dorm, one that reflects their personal style, supports their daily routines, and feels like home from day one. One winner will receive a dream dorm makeover by an HGTV designer, complete with Urban Outfitters décor and a $5,000 cash prize to put toward their back-to-school needs.

“This contest is about more than designing a dorm room. It’s about helping students define their space and sense of self during a time of major transition,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters. “A dorm isn’t just where you study or sleep. It’s where your style evolves, friendships form, and a new chapter begins. We’re proud to partner with the team at HGTV to be part of that journey.

Here’s how students can enter:
- Follow both @urbanoutfitters and @hgtv on Instagram and Pinterest
- Create a Pinterest board titled, “UO x HGTV Dream Dorm”
- Add at least 10 pins from the UO x HGTV co-curated board

The winner will be selected in late July, and the makeover will be brought to life in August with a social-first content series that follows the Dream Dorm Makeover in action, capturing behind-the-scenes moments, expert design tips from HGTV’s team, and the big reveal of the transformed space.

As part of the partnership, HGTV will publish an exclusive editorial feature on HGTV.com with styling tips for small spaces and a roundup of Urban Outfitters favorites for students .The content aims to reach Gen Z students, supportive parents of college-bound kids, and Millennials looking for fresh ways to revamp their small spaces.

"At the heart of HGTV is the creation of beautiful, livable spaces for all walks of life," said Lauren Burack, Senior Vice President, Marketing, Food Network & HGTV. "By partnering with Urban Outfitters for their Dream Dorm Makeover Contest, we're aligning our shared passion for home and inspiring young people to discover their personal design vision. Together, an HGTV designer and Urban Outfitters' dorm-friendly lineup of products will give a lucky student a perfect 'home away from home' that reflects their individual style."

Whether it’s a dorm makeover, a campus pop-up, or a simple note of encouragement, every part of UO Haul reflects Urban Outfitters’ commitment to celebrating Gen Z’s journey, from big moves to small spaces. Students can find more dorm decor inspiration and information regarding the Dream Dorm Contest on Urban Outfitters’ On Campus site destination.

To learn more, please visit urbanoutfitters.com/on-campus.

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About Urban Outfitters
Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation’s individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women’s, men’s, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at www.urbanoutfitters.com.

Media Relations Contact:
PR@urbanoutfitters.com