
"What began as a naïve initiation into sorority recruitment quickly became an internet sensation. On the first day of rush, the highly ritualised sorority recruitment process (especially entrenched at Southern universities), she filmed an OOTD and sent it to her family group chat. Her mother urged her to post it. By the end of that day, the video had six million views."
"Now crowned the queen of RushTok, Darnell has parlayed that moment into 1.3 million TikTok followers and a six-figure influencer career, using brand partnerships to pay her way through college. This year alone, content tied to her rush journey generated an estimated five billion views across platforms, while in just four years she's partnered with over 50 brands, including Bloom, Revolve, Walmart and Anastasia Beverly Hills."
Kylan Darnell arrived at the University of Alabama in 2022 unfamiliar with rushing and filmed an OOTD that went viral with six million views. She began posting daily rush updates and grew to 1.3 million TikTok followers while earning a six-figure influencer income through brand deals. Content tied to her rush journey generated an estimated five billion views across platforms and led to partnerships with over 50 brands. Since 2021, RushTok has expanded into a cultural phenomenon with more than 111 million hashtagged posts and broad, cross-generational global appeal, becoming a retail battleground during back-to-school and sorority recruitment.
Read at Vogue Business
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