Kendra Scott Is the Actual Star of Alabama Rush TikTok

“My earrings are from Kendra Scott …”

If you’re reading this, I assume that like everyone else on TikTok, it seems, you somehow ended up on Alabama RushTok, a world where a bunch of predominantly white girls with predominantly blonde hair detail their #OOTDs every day during the Sorority Rush -Process. Candidates likely make these videos at universities across the country, but if the algorithm had an unusual accident, only those at the University of Alabama appear to go mega-viral – hence the name. (Though we have to pay tribute to Hannah who was carried on her back by RushTok at Georgia Southern University.)

(I should also note that Blake, one of the viral rush contestants on TikTok, is actually visiting Auburn, which is technically still in Alabama, but a very, very different school; it’s important to know because the two of them are such There is intense rivalry that a man once poisoned a pile of trees on the Auburn campus after seeing one of their fans pull their jersey on a statue of Bear Bryant, Alabama’s most popular ball coach, in front of the Alabama football stadium it was a whole thing. You think you understand sports rivalries by the time you live in Alabama, I tell you.)

As someone who graduated from SEC school himself (Go Gators!) And lived for a couple of years in Tuscaloosa, where the University of Alabama is located, these videos are borderline to me. Sure, I’m in my thirties, but the formula for southern fraternity hasn’t changed much in the over ten years since I graduated. It’s all about a Panhellenic T-shirt with a skirt or shorts for the day, short and light colored dresses for the night.

But the most fascinating thing about ‘Bama RushTok’ for me – aside from the fact that it went viral in the first place, itself an overwhelming by-product of how TikTok’s algorithm works – is that there is one brand that absolutely dominates every single video. Clothing choices range from Shein and Kohl to Lululemon and Tory Burch (also a local boutique called Pants Store, which confusingly doesn’t just sell pants), and shoes include everything from Steve Madden Flatforms to Golden Goose sneakers; But when it comes to jewelry, almost every single girl wears at least one piece by Kendra Scott. During every # OOTD outfit explanation video there is inevitably a credit from Kendra Scott – or “Kendra” for the really dedicated fans.

It’s not particularly surprising considering that the Austin, Texas-based brand’s designs have been a Southern women’s favorite since the brand was founded in 2002. Scott’s pieces are relatively affordable and meaningful – a real sweet spot for college student girls that her brand benefits from through their college ambassador program, Kendra Scott Gems. And while Kendra Scott may not be a red carpet or a fashion editor, the brand has built a following so loyal it is reportedly worth over a billion dollars.

Still, this is the kind of organic, viral moment most brands can only dream of. Judging by the tone of the many parody and explainer videos that have cropped up around the Bama RushTok phenomenon, there are many, many people who have just discovered Kendra Scott and her dedicated fans through these #OOTD posts. I mean no shadow, but I work in the fashion industry and I’ve heard the name of Kendra Scott more often in the past week than in the last 10 years of my career. You can’t pay for that kind of exposure! (Or, well, you can, but it feels very forced and can backfire.)

The brand is now in the game too and is capitalizing on its viral moment with its own Bama Rush TikTok videos.

“Like the 40 million online viewers, we are captivated by the #BamaRush # OOTD trend on TikTok and have loved seeing so many women wearing their #OOTDs in their favorite styles by Kendra Scott during the University of Alabama’s Greek Rush ‘ spice it up. “says Mindy Perry, CMO at Kendra Scott. “Connecting with our customers, right where they are, is a top priority here at Kendra Scott. The ability to connect with thousands of TikTok users by endorsing their contributions and creating our own #BamaRush videos To join the conversation right away is an incredible demonstration of the authentic connections we at Kendra Scott make with our customers on a daily basis. We will continue to tune in to TikTok … # RollTide. “

(Please know that my University of Florida alum heart hurt a lot to put in this final hashtag.)

It’s clearer than ever that Kendra Scott has a tight grip on Southern women’s wardrobes; This could be the moment that brings Kendra Scott’s supremacy to a national level.

Anyway, good luck to all of the people out there who are rushing and hoping Kendra Scott will take some checks from you all, besties!

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