For the past few years, sorority girls’ outfit-of-the-day videos, or OOTDs, have been going viral on multiple social media platforms. Essentially, a girl will go through every piece of her outfit, including clothing, jewelry or any other accessories, and say where the item is from. Rush outfit breakdowns, where prospective sorority members’ outfits consistently total over $2,000 for a one-day event, are also popular.
Content like this has been receiving more and more attention online, sparking discourse about Greek life’s rush process. Around forty years ago, dues cost $30-$50 per semester, compared to a whopping $6,000-10,000 today. What was once a light-hearted way for girls to find sisterhood has seemingly turned into a competition to exceed each other’s price tags.
“When you ask people who have lower resources that are around other people that have more, you would think the intuitive thought would be you shouldn’t spend more money, but they actually do the opposite,” said Köll Rada, a PhD candidate studying social dynamics. “It’s compensatory consumption, and that actually comes from economics. People with a lower income, when in a group of other people that have higher income, will actually spend more money to remain a member in the group, even if it is detrimental to themselves.”
So why would anyone want to rush a sorority if this is what it’s like? College tuition is expensive enough. There’s no need to spend more on the latest runway pieces. However, social media only adds to the pressure of wanting to fit into your environment.
Maybe we just aren’t getting the full story. UT alumna Stacia Damron founded “Hiking in Heels,” an organization that helps young women prepare for the rush process. She has helped thousands of students and acknowledges the influence of social media on what girls are wearing.
“What goes viral on RushTok is usually the most over-the-top content, not what the average (potential new member) is wearing or experiencing during recruitment,” Damron said. “When videos featuring thousands of dollars in clothing and jewelry get millions of views, it can create a really skewed perception of what recruitment looks like.”
When you search “Rush OOTD” on TikTok, there are videos breaking down $23,000 outfits. This can be discouraging to anyone interested in rushing. Damron wanted to reframe this by coaching girls preparing for rush. She saw how stressful recruitment can be, and she wants girls to know they don’t need to spend thousands of dollars to make an impression.
“We encourage our clients to shop (in) their own closets, rewear pieces they love, and borrow from friends or sisters. Looking polished is about choosing pieces that fit well and are appropriate for the round, not the price tag,” Damron said.
Additionally, there are many online platforms like Depop and ThredUp that offer second-hand clothing options. With so many alternative shopping options, social media shouldn’t influence how much you’re spending, whether it’s during rush or not. Be you!
Messner is a public affairs freshman from Las Vegas, Nevada.