Skims recently introduced a new collection targeting college students, including basics like camis, tees, hoodies, and sweatpants. This launch is timed with sorority recruitment season and includes features of actual college students who popularized RushTok. The phenomenon began four years ago at the University of Alabama, where students showcased their recruitment outfits on TikTok, generating millions of views. The trend has now spread to other universities nationwide, amplifying the visibility of brands like Skims and transforming niche businesses into viral successes.
The Skims campaign focuses on relatable, dorm-room basics and features college students who have gained popularity through RushTok, showcasing an authentic connection to the collegiate experience.
RushTok originated four years ago when University of Alabama students began sharing their sorority recruitment outfits on TikTok, leading to a significant wave of engagement.
The impact of RushTok has transformed niche brands into popular sensations, demonstrating the power of social media in shaping fashion trends among college students.
Skims' new collection aims to resonate with university students across various campuses, tapping into the widespread RushTok phenomenon that celebrates sorority culture.
Collection
[
|
...
]