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Agenda-setting intelligence, analysis and advice for the global fashion community.

What #BamaRush Says About Fashion’s Future on TikTok

The viral sensation that began with sorority rush videos at the University of Alabama and name-checked labels from LoveShackFancy to Kendra Scott offers a glimpse into fashion’s informal, subcultural future on the app.
Sorority hopefuls at the University of Alabama created a viral moment on TikTok, boosting their favourite brands. BoF Collage.
Sorority hopefuls at the University of Alabama created a viral moment on TikTok, boosting their favourite brands. BoF Collage.

This summer, TikTok users around the world received a crash course in how to apply to an elite sorority.

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