If you've been hearing 'Dress is from Pants Store, necklace is by KendraScott' on TikTok all week, you're not alone:
As someone who graduated from an SEC school myself and who spent a couple years living in Tuscaloosa, where the University of Alabama is located, these videos are borderline triggering to me. Sure, I'm in my 30s, but the formula for Southern sorority types hasn't changed much in the decade-plus since I've graduated. It's all about a Panhellenic-issued T-shirt with a skirt or shorts for day, short and bright dresses for night.
But the most fascinating thing about 'Bama RushTok to me — besides the fact that it has gone viral at all, itself a mind-blowing byproduct of how TikTok's algorithm works — is that there is one brand absolutely dominating every single video.
It's not particularly surprising, considering that the Austin, Texas-based brand's designs have been a favorite of Southern women pretty much since the brand's inception back in 2002. Scott's pieces are
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