The fashion worn during Alabama sorority recruitment week.

TikTok’s algorithms excel at surfacing a consistently renewing offer of subcultures for its people to gape at—remember that transient time period when everyone was obsessed with sea shanties?—and final week, it was sorority recruitment time at the University of Alabama’s switch in the highlight. It is a environment dominated by slim, wealthy, white females, and in numerous of the most viral #BamaRush video clips, one or extra aspiring sorority associates fitting that description exhibits off her outfits for the camera, ticking off exactly where each clothing merchandise or accent came from. For TikTok people and onlookers who aren’t Southern or college or university-aged, the stores these gals rattled off grew to become 1 of the most fascinating features of the full phenomenon: What the hell, for instance, is Shein, and how did each one ’Bama freshman know to shop there? Do they actually market cute dresses at a area named the “Pants Shop?” Really should you know who Kendra Scott is? Can shoes be geese?

If you have uncovered your self inquiring any of these concerns, you have come to the appropriate location: What follows is a stroll by means of the unusual virtual mall that is #BamaRush fashion.


Conveniently the most commonly cited retailer on #BamaRush TikTok, Shein (pronounced SHEE-inn) is a Chinese purveyor of speedy manner. It is hugely well known amongst Gen-Z women of all ages and ubiquitous on their social media feeds. Despite the internet site traveling underneath the radar among older demographics, Vox has claimed that it just lately surpassed Amazon as the major shopping application in Apple’s App Retail store, and that at least a person analytics organization has declared it the most frequented trend and apparel location on the internet. You may perhaps have recognized that, as normally as Shein was cited by Alabama women of all ages on TikTok, the clothing and accessories they bought there did not have a great deal in popular: This is due to the fact Shein is not outlined by a certain aesthetic but rather by its extraordinary affordability: You can locate just about every single craze there, and for tremendous low-cost, from chunky pairs of earrings for $1.50 to a psychedelic mesh crop best for $6 to a total-on fuzzy coat for $15—and all of people price ranges are undiscounted. (There are also loads of knockoffs and from time to time straight-up bizarre finds, like fried chicken or shrimp necklaces.) Not only is Shein more cost-effective than its rapid-manner forebearers like H&M and Zara, but it’s better stocked too, including 1,000 new products to its store a working day, and employing an intensive facts procedure to forecast and respond swiftly to buyer conduct.

Kendra Scott

There are a few style brand names named after their female founders that Alabama PNMs (or “potential new members”) cite by just their very first names, main amongst them Tory, Lilly, and Kendra. Of individuals, the first two, Tory Burch and Lilly Pulitzer, may well be common to you as sorority-lady mainstays even if you graduated from college 15 many years ago, but what about this “Kendra” girl? Properly, it, and she, are a jewelry brand, named for its founder, that has been all around considering that 2002. For every In the Know, the Kendra Scott line “has an straight away recognizable glance to it, many thanks to its matte metallic finishes and geometric styles.” You can buy the parts in flagship Kendra outlets or at office stores, jewelers, and other boutiques. Most pieces go for beneath $100, which is aspect of why its attractiveness with the sorority crowd would make perception a person of the means the brand name grew was also by marketing instantly to that demographic. Kendra was the clear winner among the her friends, but a few other jewelry brand names that received a lot of play amid the aspiring sorority set through these TikToks had been Enewton and AK.

The Pants Store

The Pants Keep sowed significantly confusion on #BamaRush TikTok for its perplexing name: Why did so lots of women seem to be to get non-pants objects from this self-described repository of trousers? It was as distressing as Just Salad’s inclusion of wraps on its menu. But you have got to see matters from the Pants Store’s standpoint: It started out out just providing trousers when it was founded in Leeds, Alabama, in 1950, but it turns out you can make additional income if you really don’t restrict yourself to just one particular clothing product. It has since grown into a five-retail outlet chain of boutiques, with one particular place in Tuscaloosa, which clarifies its level of popularity on the University of Alabama campus. The retailer looks to fully grasp its customer base’s requires quite effectively, promoting trendy, mid-priced men’s and women’s garments, extras, and items acceptable for attending course and other functions school pupils usually indulge in. (See: these Vici patches for “hangover assistance.”) While it has a tragically much less exciting name, Martin’s is a further neighborhood, comparable outfits chain that came up a large amount amongst PNMs.

Golden Goose

It is normal method when exhibiting off one’s outfit on TikTok to convert to the aspect, bend a knee, and kick up a foot toward one’s butt—and on #BamaRush-Tok, if it was a relaxed working day as opposed to a dressy day, far more usually than not that foot was sporting a “Golden.” These white sneakers look a good deal like Adidas’ Stan Smiths, but as a substitute of straightforward eco-friendly accents, they function a signature star on their side and come in a huge selection of models, typically pre-distressed and showcasing sequins and leopard prints. If at some issue you have been amazed by the thriftiness of Alabama’s freshmen women—in addition to Shein, in their video clips there are a lot of picks from Focus on, Amazon, and T.J. Maxx—that’s going to close in 1 2nd, when you locate out the adhering to: These footwear expense $500. Go in advance, check them out at Nordstrom, Neiman Marcus, and Bergdorf. No doubt some of the gals have been lucky adequate to snag their pairs on Poshmark or the like, but indeed, there are a bunch of girls in Alabama walking close to in $500, Italian-produced sequined tennis footwear. Honorable mention for most well known #BamaRush sneaker goes to “On Clouds,” a light-weight running shoe line from a business identified as, annoyingly, “On” … which is the company’s total identify, just On.

Altar’d Condition

It did not come up just about as often as Shein, nor does it audio as goofy as the Pants Retailer, but Altar’d State’s title however stood out for the stunning frequency of mentions in the rush TikTok videos. If you look at out its internet site, it is very affordable but not inexpensive, and its clothing glance like those people you may well locate at a great deal of retailers that cater to Gen Z females, like Aerie or Brandy Melville: girly, plenty of ruffles, form of boho. Like individuals other merchants, Altar’d Condition has brick-and-mortar locations as effectively as an on-line shop. All those skorts and poofy shorts the Bama ladies had been wearing? You can unquestionably purchase that kind of factor at Altar’d Point out. But there’s also anything that sets the retail store apart from other shops in its class: In 2015, Racked identified as it “the substantial, secretive Christian clothes chain you have under no circumstances listened to of.” What would make a mall shop Christian? Once more, its dresses appear a good deal like those people of its opponents, so in observe, this mostly appears to be to necessarily mean that the organization donates some of its proceeds to charity and that its retail locations are peppered with Christian-y signage. And the religious angle most likely provides the business a raise in spots like Alabama, where by the Bible Belt lifestyle continues to be robust.


#BamaRush ’Tok was so packed with unfamiliar but incredibly named brand names and merchants that it would just take forever to take a look at them all, so I will as an alternative go away you with this list of a few extra of my favorites: I Just Have to Have It, Princess Polly, Hello there Molly, Fairly Minimal Factor, Painted Pink, Queen of Sparkles, LoveShackFancy, Lucy in the Sky, the Lace Cactus, the Impeccable Pig, the Willow Tree, Moodz and Vibez, and, previous but not minimum, Brunch Club. So a lot of #OOTD options, so little time.