Kendra Scott Is the Real Star of Alabama Rush TikTok
“My earrings are from Kendra Scott….”
Photograph: Bennett Raglin/Getty Photos
In the event you’re studying this, I assume it is since you, like seemingly everybody else on TikTok, have one way or the other ended up on Alabama RushTok, a world by which a bunch of principally white ladies with principally blonde hair element their #OOTDs every day in the course of the sorority rush course of. Candidates are doubtless making these movies at universities throughout the nation, however in a freak accident of the algorithm, seemingly solely these on the College of Alabama are going mega-viral — therefore the identify. (Although we must pay tribute to Hannah, who carried RushTok on her again at Georgia Southern College.)
(I also needs to notice that Blake, one of many viral rush candidates on TikTok, is definitely attending Auburn, which is technically nonetheless in Alabama, however a really, very totally different college; that is vital to know as a result of the 2 have a rivalry so intense {that a} man as soon as poisoned a bunch of timber on Auburn’s campus after he noticed one in every of their followers put their jersey on a statue of Bear Bryant, Alabama’s most beloved ball coach, outdoors the Alabama soccer stadium. This is real and it was a whole thing. You suppose you perceive sports activities rivalries till you reside in Alabama, I am telling you.)
As somebody who graduated from an SEC college myself (Go Gators!) and who spent a pair years dwelling in Tuscaloosa, the place the College of Alabama is situated, these movies are borderline triggering to me. Positive, I am in my 30s, however the system for Southern sorority sorts hasn’t modified a lot within the decade-plus since I’ve graduated. It is all a few Panhellenic-issued T-shirt with a skirt or shorts for day, quick and brilliant attire for evening.
However essentially the most fascinating factor about ‘Bama RushTok to me — moreover the truth that it has gone viral in any respect, itself a mind-blowing byproduct of how TikTok’s algorithm works — is that there’s one model completely dominating each single video. The clothes decisions come from locations as far ranging as Shein and Kohl’s to Lululemon and Tory Burch (additionally an area boutique referred to as Pants Store, which, confusingly, does not simply promote pants), and the footwear embody every little thing from Steve Madden flatforms to Golden Goose sneakers; however on the subject of jewellery, almost each single lady is sporting at the very least as soon as piece by Kendra Scott. Throughout any given #OOTD outfit rationalization video, there’s inevitably a Kendra Scott — or “Kendra,” for the actually devoted followers — credit score.
It is not significantly stunning, contemplating that the Austin, Texas-based model’s designs have been a favourite of Southern ladies just about because the model’s inception again in 2002. Scott’s items are relatively affordable and statement-making — an actual candy spot for school sorority ladies, which her model capitalizes on via its faculty ambassador program, Kendra Scott Gems. And whereas Kendra Scott might not be a red-carpet or fashion-editorial staple, the brand has built a fanbase so loyal it’s reportedly worth over a billion dollars.
Nonetheless, that is the type of natural, viral second that the majority manufacturers can solely ever dream of. Judging by the tone of the numerous spoof and explainer movies which have popped up across the Bama RushTok phenomenon, there are numerous, many individuals who’ve solely simply found Kendra Scott and her devoted followers via these #OOTD posts. I imply, no shade, however I work in vogue, and I’ve heard Kendra Scott’s identify extra within the final week than I’ve within the final 10 years of my profession. You may’t pay for that type of publicity! (Or, well, you can, but it feels very forced and can backfire.)
The model is now in on the sport too, capitalizing on its viral second with Bama Rush TikTok videos of its own.
“Just like the 40 million on-line viewers, we’ve been captivated by the #BamaRush #OOTD development on TikTok and have cherished seeing so many ladies ‘spicing’ up their #OOTD’s sporting their favourite Kendra Scott kinds in the course of the College of Alabama Greek Rush,” says Mindy Perry, CMO at Kendra Scott. “Connecting with our clients, precisely the place they’re, is our prime precedence at right here at Kendra Scott. With the ability to have interaction with hundreds of TikTok customers by supporting their posts and creating our personal #BamaRush movies to right away be part of the dialog is an unbelievable demonstration of the genuine connections we construct day by day at Kendra Scott with our clients. We’ll proceed to be tuning in on TikTok…#RollTide.”
(Please realize it very a lot damage my College of Florida-alum coronary heart to incorporate that final hashtag.)
It is extra clear than ever that Kendra Scott has an iron grip on the wardrobes of Southern ladies; this may be the second that takes the Kendra Scott domination to a nationwide degree.
Anyway, good luck to all the oldsters on the market dashing and this is hoping Kendra Scott cuts y’all some checks, besties!
Want the latest fashion industry news first? Sign up for our daily newsletter.
https://fashionista.com/2021/08/kendra-scott-jewelry-alabama-rush-sorority-tiktok | Kendra Scott Is the Actual Star of Alabama Rush TikTok
