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#Bamarush, the videos of the very blonde Alabama students are viral on TikTok

One of the most recent trends to emerge on TikTok comes from the University of Alabama and has invaded the social media feeds. These are actually videos of the OOTD type (outfit of the day), or the fashion and beauty preparation of 17-year-old girls, in the recruitment phase of female student associations, which have gone viral with the hashtag #BamaRush o#Rushtok. The girls, mostly blondes, show not only the clothes, indicating where to buy them and at what price, but also the beauty products they choose to perfect their looks and collect thousands of views.

Searching for these hashtags will open up a world to you.

The trend was born in mid-August, at the beginning of what is known as “Rush Week”, the week of initiation, in which girls hope to be accepted, for their perfect looks, by one of the sisterhood associations of the student campuses around the US. It immediately entered the sphere of attention of most, so much so that the New York Times bothered to explain the phenomenon in an article.

Girls have one sort of aesthetic uniform, not only fashion, but also beauty: big eyes enhanced by mascara, perfectly drawn eyebrows, nude shimmering lips and hair, in most cases, very blond with the waves that make Swish.

@mattienocappi put her on life 360 it was so bad ##bama ##rush ##bamarush ##alabama♬ ITs ANIT new girlfriend of your ex – ✨Redhead power✨

In a period in which we talk about inclusivity, diversity, these girls aspire to a standardized model of beauty, Barbie-like, and their videos manage to conquer thousands of likes and views despite the world seems to go in a different direction from the homologated perfection. .

To take advantage of this trend, in addition to the numerous local fashion brands, various beauty brands have intervened. Pantene, whose global ambassador Chiara Ferragni, the Blonde Salad par excellence, would have paid homage to some of the girls, Emma Lou and Haylee Golden, and other participants such as Blake Wright (@blakeannajoy) of a gift box for the care of their #BamaRush waves , and it was revealed by the girls themselves.

@blakeannajoythank you so much @pantene for the goods!! & thank you so much @lisilerch 💞💞 obsessed!! ##NeverStopExploring ##JifRapChallenge ##haul ##haultok ##fashion♬ original sound – Blake Wright

“Capturing this trend has been fun and easy thanks to a collaboration between our internal teams and partner agencies,” Rachel Luckcuck, marketing technologist at Procter & Gamble, told www.glossy.co. After all, Procter & Gamble is known to have an “always-on” approach to monitoring everything that pulls and conquers the collective imagination. In the past there was in Cincinnati, the headquarters of the multinational, a special office for the scouting of trends and had a name that was all a program, it was called “Illumination Center”.

It will be that the #bamarush blonde will it become the next trending hair color imported from the USA?

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