Latest news with #KylanDarnell
Time of India
10 hours ago
- General
- Time of India
US students banned from posting about sorority rush as RushTok on TikTok turns toxic: Here's why Greek life is going offline
Sisters Kylan Darnell, 21, left, and Izzy Darnell, 19, pose for a photo on Aug. 14, 2025, in Tuscaloosa, Ala. (AP Photo) Sororities across the US are implementing strict social media bans during recruitment week, marking a significant shift from the viral TikTok phenomenon that once celebrated Greek life culture. Sororities are exclusive women's social organisations at American universities, typically founded on principles of sisterhood, academic achievement and community service, with membership considered a privilege that students must earn through a competitive selection process. The move comes after several high-profile cases where students faced severe online harassment following their participation in "RushTok" content. Kylan Darnell, who became an overnight celebrity through her University of Alabama sorority content four years ago, has stepped back from social media after experiencing mental health impacts from negative reactions to her posts, as reported by the Associated Press. The 21-year-old rising senior, who was a member of Zeta Tau Alpha, previously embodied the RushTok movement that documented the week-long recruitment process. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like This Could Be the Best Time to Trade Gold in 5 Years IC Markets Learn More Undo Sororities cite harassment concerns Many sororities have issued de facto bans against speaking to press or posting on social media during rush week at Alabama, which hosts the nation's largest on-campus Greek life with nearly 13,000 participating students, according to the Associated Press. The measures are designed to protect prospects from harassment that has become increasingly common as the recruitment process, known as "rush," involves students trying out for sororities through rounds of activities with strict dress codes and etiquette requirements. Financial pressures of recruitment The recruitment process carries substantial financial commitments for participants. This week's 2,600 recruits each paid $550 to participate in a non-refundable fee structure, as reported by the Associated Press. Accepted members face average costs of $8,400 per semester to live in sorority houses, or $4,100 if residing elsewhere, according to the Alabama Panhellenic Association. Students often spend tens of thousands on outfits, makeup and travel expenses before even beginning the process. An entire consulting industry has emerged, with some services charging up to $10,000 for months of guidance beginning in high school, as students submit "social resumes" and letters of recommendation from sorority alumni. Social media influence and consequences Morgan Cadenhead, now 20, gained such a following through RushTok despite being dropped that she covered most of her tuition through social media income, the Associated Press reported. However, she faced significant online criticism for her comments about Greek life and now seeks offline employment opportunities. The marketing major was featured on Lifetime's "Sorority Mom's Guide to Rush!" programme. Lorie Stefaneli, a New York City-based consultant who works with students nationwide, told the Associated Press she serves as "literally a therapist" during rush week, taking calls at all hours. "I'm talking these girls down from a ledge," she said, as reported by the Associated Press. Strict posting policies implemented Multiple incoming freshmen confirmed to the Associated Press that they were explicitly prohibited from media interviews or rush-related social media posts. Darnell noted that selective "Old Row" houses automatically drop prospects who post content during recruitment. "Now a lot of girls just come to the university to be influencers," Darnell told the Associated Press. "It kind of gets in the way of sisterhood." Some students, including Darnell's 19-year-old sister Izzy, continue posting despite restrictions, generating millions of views within days whilst satisfying demand for content about the traditionally secretive process. TOI Education is on WhatsApp now. Follow us here . Ready to navigate global policies? Secure your overseas future. Get expert guidance now!
Yahoo
a day ago
- Entertainment
- Yahoo
Kylan Darnell went viral during Bama Rush. Now, she's ready to talk about the toll it took.
On Aug. 6, 2022, Kylan Darnell, then a freshman at the University of Alabama, woke up with excited jitters. It was the first day of sorority recruitment, a milestone that she says felt like the start of adult life. Dressed in a carefully curated outfit — Gucci patterned shorts, a Zara top and a stack of Cartier, Louis Vuitton, Kendra Scott bracelets — she hit 'record' from her dorm room, posting an outfit video that launched her into virality. It marked the beginning of her persona as a sorority girl, one that would come to define her online brand once she joined Zeta Tau Alpha at the school. 'Hey y'all, today is the first day of Bama Rush and I am so excited,' Darnell shared in a TikTok as she walked through her outfit of the day, or #OOTD. 'I'm so excited for this new chapter of my life and I hope you stay tuned with me.' Nearly four years and more than a million followers later, Darnell has become the face of 'Rush Tok,' the nickname for the corner of the internet documenting sorority recruitment. But behind the brand deals, designer outfits and elaborate costumes, the process was taking a toll. 'When I did essentially get famous online, I was really vulnerable,' Darnell says. 'I didn't really know how to navigate it… I tried my best to be absolutely perfect.' Over the years, she's figured out ways to manage the pressure. But this year, some of the online negativity she faced crossed the line. In an Aug. 11 video, Darnell shared with her followers that she was taking a break from the recruitment process to focus on her mental health. 'I'm in a mental health spot where I've been struggling,' Darnell said in the recent video. 'I won't lie to you guys about it, like, I've just not been enjoying it…. if I was to go on there and show these outfits and like, keep going, I would be lying to you guys and myself.' More: The Bama Rush obsession is real: Inside the phenomena of OOTDs, sorority recruitment Navigating online fame at a young age The video sparked discourse about Darnell's journey as a public figure and a wider conversation about the rush experience. Sorority recruitment, or rush, is a multi-day process at colleges across the country where young women interested in joining a sorority meet current members of Greek organizations with the hope of receiving an invitation to join a chapter. The intensity and experience varies by school, but the ones that tend to go viral highlight over-the-top dance routines, packed schedules and make-it-or-break-it outfits. The sorority recruitment process was thrust into the spotlight with the rise of #RushTok — a TikTok trend that took off in 2021, largely centered around the University of Alabama. Girls like Darnell went viral by posting OOTDs for each round, dramatic Bid Day reveals, and later, behind-the-scenes glimpses of life inside their sorority houses. The phenomenon inspired a 2023 HBO Max documentary on the process and a new Lifetime special, "A Sorority Mom's Guide to Rush!" When Darnell posted that initial OOTD video, she didn't expect to be placed 'on a pedestal.' Years of pageants and dance recitals had prepared her for sorority life, but as the first woman in her family to enter the rush process, she says she went in 'completely clueless' about social media guidelines or the reputations between different houses. 'Whenever I go back and watch the rush videos, I kind of want to cry every time I watch them, because I look so scared,' Darnell says. Recruitment days are often in scorching temperatures, and might start as early as 7 or 8 a.m. after schedules are released for the day. Many girls bring rush bags from house to house full of the essentials — mints, bobby pins, dry shampoo, hairspray, oil blotting sheets, perfume, fans, portable phone chargers, Advil, floss and deodorant. 'It's very exhausting,' says sorority rush consultant Trisha Addicks. 'You have to process what sororities you're invited back to, also process some disappointment, a lot of times, and get ready to go and be positive and open minded for eight hours.' Addicks says the rush process can take a toll on one's self esteem. She still remembers when she first rushed a sorority in 1986 at the University of Georgia and opened up her Bid Day envelope to find out that no house accepted her. She ultimately joined a sorority the following year after rushing again. 'I was devastated,' Addicks says, adding those feelings stayed with her years later. 'I felt isolated. I was embarrassed; I was crying.' More: New, unscripted sorority rush show drops Aug. 11. Here's how to watch. 'What's online is not always the clear picture' When Addicks went through recruitment, girls lined up in a hallway to open their bids, learning about each sorority's reputation, and who eventually accepted which bid, through word of mouth. Now, choreographed dance videos and Hollywood-level productions, complete with brand partnerships, props, and elaborate costumes, bring millions of viewers into the process. Bid day videos capture young women squealing and crying with joy as they rip open their envelopes and sprint down sorority row to their new homes. Their captions amplify the day's excitement: 'BEST DAY OF MY LIFE,' says one video. 'HOME AT LAST AT PHI MU,' reads another. 'only the best go AXO,' another declares, sporting the sorority's hand signs. 'What makes the sting of rejection so much worse and the feelings of inadequacy and all of that, is because you're seeing other people on social media so excited, so happy, living their best lives, even though we all know that what's online is not always the clear picture,' Addicks says. Darnell says her experience was so genuine because she went in without preconceived notions, and she worries TikTok could set up unrealistic expectations for girls going through the same process. 'I feel bad because I've had so many girls in my DMs through the years text me and say, 'Hey, I'm gonna go to University of Alabama because of you, I've seen some of your videos, it looks so much fun, I want to live the way that you're living '' Darnell shared in a TikTok. In some ways, Darnell is reliving that process again through her younger sister Izzy, a freshman at the University of Alabama who shared her recruitment journey online throughout the week before ultimately revealing she dropped out of the process. Unlike her older sister, Izzy is coming into college with more than a million followers, upping the online scrutiny she's facing. Darnell shared that part of her decision to step back from rush was influenced by the negativity her younger sister was facing online. 'It's hard to watch any family member get picked on,' Darnell says. 'I started to become a mama bear, and I really had to take a step back and be like, 'OK, this is your process, not mine.'' There was a point in Darnell's life where her whole personality was her sorority, but as a senior, she's looking ahead to life after college. She hopes to pursue sports broadcasting. Online, it's been harder to separate her brand from sorority life. When she took a step back from posting Greek life content last year, rumors swirled that she had dropped Zeta, which she clarified is not the case. In recent days, users online have flooded Zeta social media accounts with comments asking about Darnell, to the point where Darnell asked the sorority's social media manager to delete comments. 'People thought that they were supporting me, but they didn't get that by going and commenting negative things on my friends pages, that just makes it awkward between us,' Darnell says. 'I had to take a step back after that.' If she could go back in time, 'I would tell my freshman self to really take it in and to appreciate being a freshman in college, but I would also tell myself to not take everything to heart,' Darnell says. 'Now I'm more comfortable in my own skin, I've learned so much about myself. I've got a different level of confidence than I had back then.' Rachel Hale's role covering Youth Mental Health at USA TODAY is supported by a partnership with Pivotal and Journalism Funding Partners. Funders do not provide editorial input. Reach her at rhale@ and @rachelleighhale on X. This article originally appeared on USA TODAY: Sorority star Kylan Darnell was a RushTok sensation. It took a toll Solve the daily Crossword
USA Today
a day ago
- Entertainment
- USA Today
Kylan Darnell went viral during Bama Rush. Now, she's ready to talk about the toll it took.
On Aug. 6, 2022, Kylan Darnell, then a freshman at the University of Alabama, woke up with excited jitters. It was the first day of sorority recruitment, a milestone that she says felt like the start of adult life. Dressed in a carefully curated outfit — Gucci patterned shorts, a Zara top and a stack of Cartier, Louis Vuitton, Kendra Scott bracelets — she hit 'record' from her dorm room, posting an outfit video that launched her into virality. It marked the beginning of her persona as a sorority girl, one that would come to define her online brand once she joined Zeta Tau Alpha at the school. 'Hey y'all, today is the first day of Bama Rush and I am so excited,' Darnell shared in a TikTok as she walked through her outfit of the day, or #OOTD. 'I'm so excited for this new chapter of my life and I hope you stay tuned with me.' Nearly four years and more than a million followers later, Darnell has become the face of 'Rush Tok,' the nickname for the corner of the internet documenting sorority recruitment. But behind the brand deals, designer outfits and elaborate costumes, the process was taking a toll. 'When I did essentially get famous online, I was really vulnerable,' Darnell says. 'I didn't really know how to navigate it… I tried my best to be absolutely perfect.' Over the years, she's figured out ways to manage the pressure. But this year, some of the online negativity she faced crossed the line. In an Aug. 11 video, Darnell shared with her followers that she was taking a break from the recruitment process to focus on her mental health. 'I'm in a mental health spot where I've been struggling,' Darnell said in the recent video. 'I won't lie to you guys about it, like, I've just not been enjoying it…. if I was to go on there and show these outfits and like, keep going, I would be lying to you guys and myself.' Taking a break, Love yall! #BamaRush #bamarushtok #bama More: The Bama Rush obsession is real: Inside the phenomena of OOTDs, sorority recruitment Navigating online fame at a young age The video sparked discourse about Darnell's journey as a public figure and a wider conversation about the rush experience. Sorority recruitment, or rush, is a multi-day process at colleges across the country where young women interested in joining a sorority meet current members of Greek organizations with the hope of receiving an invitation to join a chapter. The intensity and experience varies by school, but the ones that tend to go viral highlight over-the-top dance routines, packed schedules and make-it-or-break-it outfits. The sorority recruitment process was thrust into the spotlight with the rise of #RushTok — a TikTok trend that took off in 2021, largely centered around the University of Alabama. Girls like Darnell went viral by posting OOTDs for each round, dramatic Bid Day reveals, and later, behind-the-scenes glimpses of life inside their sorority houses. The phenomenon inspired a 2023 HBO Max documentary on the process and a new Lifetime special, "A Sorority Mom's Guide to Rush!" When Darnell posted that initial OOTD video, she didn't expect to be placed 'on a pedestal.' Years of pageants and dance recitals had prepared her for sorority life, but as the first woman in her family to enter the rush process, she says she went in 'completely clueless' about social media guidelines or the reputations between different houses. 'Whenever I go back and watch the rush videos, I kind of want to cry every time I watch them, because I look so scared,' Darnell says. Recruitment days are often in scorching temperatures, and might start as early as 7 or 8 a.m. after schedules are released for the day. Many girls bring rush bags from house to house full of the essentials — mints, bobby pins, dry shampoo, hairspray, oil blotting sheets, perfume, fans, portable phone chargers, Advil, floss and deodorant. 'It's very exhausting,' says sorority rush consultant Trisha Addicks. 'You have to process what sororities you're invited back to, also process some disappointment, a lot of times, and get ready to go and be positive and open minded for eight hours.' Addicks says the rush process can take a toll on one's self esteem. She still remembers when she first rushed a sorority in 1986 at the University of Georgia and opened up her Bid Day envelope to find out that no house accepted her. She ultimately joined a sorority the following year after rushing again. 'I was devastated,' Addicks says, adding those feelings stayed with her years later. 'I felt isolated. I was embarrassed; I was crying.' More: New, unscripted sorority rush show drops Aug. 11. Here's how to watch. 'What's online is not always the clear picture' When Addicks went through recruitment, girls lined up in a hallway to open their bids, learning about each sorority's reputation, and who eventually accepted which bid, through word of mouth. Now, choreographed dance videos and Hollywood-level productions, complete with brand partnerships, props, and elaborate costumes, bring millions of viewers into the process. RAIN OR SHINE, WE'RE GETTING SET FOR PC 25 💝👏💃 WORK WEEK DAY TWO!!! #RUSHAPHI #UGA #RECRUITMENT #RUSHTOK #ALPHAPHI #ATHENSGA Bid day videos capture young women squealing and crying with joy as they rip open their envelopes and sprint down sorority row to their new homes. Their captions amplify the day's excitement: 'BEST DAY OF MY LIFE,' says one video. 'HOME AT LAST AT PHI MU,' reads another. 'only the best go AXO,' another declares, sporting the sorority's hand signs. Never been happier #bama #banarush #bamarushtok 'What makes the sting of rejection so much worse and the feelings of inadequacy and all of that, is because you're seeing other people on social media so excited, so happy, living their best lives, even though we all know that what's online is not always the clear picture,' Addicks says. Darnell says her experience was so genuine because she went in without preconceived notions, and she worries TikTok could set up unrealistic expectations for girls going through the same process. 'I feel bad because I've had so many girls in my DMs through the years text me and say, 'Hey, I'm gonna go to University of Alabama because of you, I've seen some of your videos, it looks so much fun, I want to live the way that you're living '' Darnell shared in a TikTok. In some ways, Darnell is reliving that process again through her younger sister Izzy, a freshman at the University of Alabama who shared her recruitment journey online throughout the week before ultimately revealing she dropped out of the process. Unlike her older sister, Izzy is coming into college with more than a million followers, upping the online scrutiny she's facing. Darnell shared that part of her decision to step back from rush was influenced by the negativity her younger sister was facing online. 'It's hard to watch any family member get picked on,' Darnell says. 'I started to become a mama bear, and I really had to take a step back and be like, 'OK, this is your process, not mine.'' There was a point in Darnell's life where her whole personality was her sorority, but as a senior, she's looking ahead to life after college. She hopes to pursue sports broadcasting. Online, it's been harder to separate her brand from sorority life. When she took a step back from posting Greek life content last year, rumors swirled that she had dropped Zeta, which she clarified is not the case. In recent days, users online have flooded Zeta social media accounts with comments asking about Darnell, to the point where Darnell asked the sorority's social media manager to delete comments. 'People thought that they were supporting me, but they didn't get that by going and commenting negative things on my friends pages, that just makes it awkward between us,' Darnell says. 'I had to take a step back after that.' If she could go back in time, 'I would tell my freshman self to really take it in and to appreciate being a freshman in college, but I would also tell myself to not take everything to heart,' Darnell says. 'Now I'm more comfortable in my own skin, I've learned so much about myself. I've got a different level of confidence than I had back then.' Rachel Hale's role covering Youth Mental Health at USA TODAY is supported by a partnership with Pivotal and Journalism Funding Partners. Funders do not provide editorial input. Reach her at rhale@ and @rachelleighhale on X.
The Independent
a day ago
- Entertainment
- The Independent
The viral ‘RushTok' trend blew up. Sororities are banning prospects from posting
Kylan Darnell, a prominent figure in the viral TikTok phenomenon known as 'RushTok', is stepping back from documenting her sorority life online, citing mental health concerns. The 21-year-old, who became an overnight celebrity four years ago by meticulously chronicling the glitzy, ritualistic sorority recruitment process, had become the embodiment of the trend. 'RushTok' sees university students across the US meticulously documenting their efforts to secure a coveted spot in a sorority during the colourful and often enigmatic 'rush week'. However, Darnell, a member of the Zeta Tau Alpha sorority at the University of Alabama, revealed that the overwhelmingly negative reactions to her content had begun to significantly impact her mental well-being. 'This year it was just like a whole different level of hate," Darnell said. Citing a need to protect prospects from harassment, many sororities have made similar moves, issuing a de facto ban against talking to the press or posting on social media during rush week at Alabama, where almost 13,000 students participate in the nation's largest on-campus Greek life. A centuries-old tradition Across the country, rush is typically a 10-day event where 'prospective new members' try out sororities through rounds of activities prescribing a strict slate of outfits and etiquette. In the lead-up, girls often submit "social resumes" and letters of recommendation from sorority alums. Participation often requires an eye-opening price tag. Sorority recruits line the sidewalk of sorority row at the University of Alabama, Thursday, Aug. 14, 2025, in Tuscaloosa, Ala. (AP Photo/Brynn Anderson) of Alabama RushTok (Copyright 2025 The Associated Press. All rights reserved.) After spending sometimes tens of thousands of dollars on outfits, makeup and plane tickets, each of this week's 2,600 recruits paid $550 to participate. It's non-refundable if they don't get picked. If accepted, they'll pay an average $8,400 a semester to live in the sorority house, or $4,100 if they live elsewhere, according to the Alabama Panhellenic Association. The pressure can be so intense that an industry of consultants now helps girls navigate the often mysterious criteria for landing a desired sorority. Some charge up to $10,000 for months of services that can begin in high school. Throughout rush, many events are invite-only. At any point, girls can get a dreaded call informing them they've been dropped — that a sorority is no longer interested in letting them join. Matches are finally made on bid day as prospects rank top choices and sororities make offers. Words of affirmation are written on a mirror during rush week at the University of Alabama, Thursday, Aug. 14, 2025, in Tuscaloosa, Ala. (AP Photo/Brynn Anderson) (Copyright 2025 The Associated Press. All rights reserved.) Morgan Cadenhead, now 20, gained such an audience on RushTok despite being dropped that she covered most of her tuition with income from social media. Then came the social cost as she was slammed online for criticizing Greek life. Now the marketing major — featured on Lifetime's 'Sorority Mom's Guide to Rush!' — said she's looking for offline work. A zealous TikTok following A fixation with rush was renewed when sororities resumed in-person recruiting after the pandemic. Social media became flooded with 'outfit of the day' and 'get ready with me' videos showing sorority members and recruits in well-lit rooms, sometimes flaunting exorbitantly priced designer wear or pieces purchased on Amazon, always precisely curated. Alabama's Greek life got attention before, when its traditionally white sororities racially integrated, accepting their first Black members in 2013. Targeted by protests following allegations of racial discrimination, the university agreed with the Justice Department in 2016 to encourage diversity. Today, Black students outside of traditionally Black sororities and fraternities represent 2% of the total Greek membership, the university website says. Meanwhile, online attention to rush has led to books, a polarizing documentary and the reality television series, widening the appeal of sororities in the South in particular, according to Lorie Stefaneli, a New York City-based consultant who flies to Tuscaloosa each year for rush. Stefaneli coaches girls from around the country, and about a third of her clients enroll at Alabama. She says many are drawn by the vibrant depictions of sisterhood, showing female friendships that can ensure girls feel seen and supported. Lorie Stefaneli, a New York City based consultant who flies to Tuscaloosa each year for sorority rush, poses for a photo near the University of Alabama, Thursday, Aug. 14, 2025, in Tuscaloosa, Ala. (AP Photo/Brynn Anderson) (Copyright 2025 The Associated Press. All rights reserved.) 'That's the reason why a lot of them want to go to Alabama, is because they see it on TikTok,' Stefaneli said. Recruits told to stop posting — or else If they gain enough followers to become social influencers, RushTok participants can earn ad revenue and brand deals. Darnell's posts brought her financial independence, more than covering the $58,000 it costs her annually to attend Alabama from out-of-state. Rush can be fun and help girls build confidence, but it's also an 'emotional rollercoaster,' especially for girls who feel they need to reveal themselves to a massive audience, Stefaneli said. She answers phone calls at all hours of the night during rush week. 'I'm literally a therapist, I'm talking these girls down from a ledge,' she said. Numerous incoming freshmen told The Associated Press this week that they were expressly prohibited from speaking with the media or even posting about rush at Alabama. Darnell said the most selective 'Old Row' houses will automatically drop prospects who do. 'Now a lot of girls just come to the university to be influencers,' she said. 'It kind of gets in the way of sisterhood.' Some incoming freshmen — including Darnell's 19-year-old sister Izzy, with a vast social media following of her own — have chosen to post anyway, satisfying a demand that can reach millions of views within days. Izzy Darnell — who wouldn't share her choices for sorority ahead of Saturday's bid day — said her older sister's acumen has equipped her to navigate criticism and potentially predatory business deals. But she worries about how other girls might handle the fame and money. 'I just fear what some girls will do because they think they have to,' Izzy Darnell said.
3 days ago
- Entertainment
RushTok backlash: Why sororities aren't letting prospects post
TUSCALOOSA, Ala. -- Kylan Darnell became an overnight celebrity in the TikTok niche that documents the glitzy, ritualistic recruitment process for sororities. As a 21-year-old rising senior four years later, she's taking more of her sorority life offline. Darnell has until now been the embodiment of RushTok, a week-long marathon that has teens at schools around the country meticulously documenting their efforts to land a cherished spot in a sorority during the colorful, girly and enigmatic recruitment process known as rush week. Reactions to the content that once catapulted her to fame — depicting her life as a Zeta Tau Alpha member at the University of Alabama — had become so negative that it was affecting her mental health, she said. 'This year it was just like a whole different level of hate," Darnell said. Citing a need to protect prospects from harassment, many sororities have made similar moves, issuing a de facto ban against talking to the press or posting on social media during rush week at Alabama, where almost 13,000 students participate in the nation's largest on-campus Greek life. Across the country, rush is typically a 10-day event where 'prospective new members' try out sororities through rounds of activities prescribing a strict slate of outfits and etiquette. In the lead-up, girls often submit "social resumes" and letters of recommendation from sorority alums. Participation often requires an eye-opening price tag. After spending sometimes tens of thousands of dollars on outfits, makeup and plane tickets, each of this week's 2,600 recruits paid $550 to participate. It's non-refundable if they don't get picked. If accepted, they'll pay an average $8,400 a semester to live in the sorority house, or $4,100 if they live elsewhere, according to the Alabama Panhellenic Association. The pressure can be so intense that an industry of consultants now helps girls navigate the often mysterious criteria for landing a desired sorority. Some charge up to $10,000 for months of services that can begin in high school. Throughout rush, many events are invite-only. At any point, girls can get a dreaded call informing them they've been dropped — that a sorority is no longer interested in letting them join. Matches are finally made on bid day as prospects rank top choices and sororities make offers. Morgan Cadenhead, now 20, gained such an audience on RushTok despite being dropped that she covered most of her tuition with income from social media. Then came the social cost as she was slammed online for criticizing Greek life. Now the marketing major — featured on Lifetime's 'Sorority Mom's Guide to Rush!' — said she's looking for offline work. A fixation with rush was renewed when sororities resumed in-person recruiting after the pandemic. Social media became flooded with 'outfit of the day' and 'get ready with me' videos showing sorority members and recruits in well-lit rooms, sometimes flaunting exorbitantly priced designer wear or pieces purchased on Amazon, always precisely curated. Alabama's Greek life got attention before, when its traditionally white sororities racially integrated, accepting their first Black members in 2013. Targeted by protests following allegations of racial discrimination, the university agreed with the Justice Department in 2016 to encourage diversity. Today, Black students outside of traditionally Black sororities and fraternities represent 2% of the total Greek membership, the university website says. Meanwhile, online attention to rush has led to books, a polarizing documentary and the reality television series, widening the appeal of sororities in the South in particular, according to Lorie Stefaneli, a New York City-based consultant who flies to Tuscaloosa each year for rush. Stefaneli coaches girls from around the country, and about a third of her clients enroll at Alabama. She says many are drawn by the vibrant depictions of sisterhood, showing female friendships that can ensure girls feel seen and supported. 'That's the reason why a lot of them want to go to Alabama, is because they see it on TikTok,' Stefaneli said. If they gain enough followers to become social influencers, RushTok participants can earn ad revenue and brand deals. Darnell's posts brought her financial independence, more than covering the $58,000 it costs her annually to attend Alabama from out-of-state. Rush can be fun and help girls build confidence, but it's also an 'emotional rollercoaster,' especially for girls who feel they need to reveal themselves to a massive audience, Stefaneli said. She answers phone calls at all hours of the night during rush week. 'I'm literally a therapist, I'm talking these girls down from a ledge,' she said. Numerous incoming freshmen told The Associated Press this week that they were expressly prohibited from speaking with the media or even posting about rush at Alabama. Darnell said the most selective 'Old Row' houses will automatically drop prospects who do. 'Now a lot of girls just come to the university to be influencers,' she said. 'It kind of gets in the way of sisterhood.' Some incoming freshmen — including Darnell's 19-year-old sister Izzy, with a vast social media following of her own — have chosen to post anyway, satisfying a demand that can reach millions of views within days. Izzy Darnell — who wouldn't share her choices for sorority ahead of Saturday's bid day — said her older sister's acumen has equipped her to navigate criticism and potentially predatory business deals. But she worries about how other girls might handle the fame and money. 'I just fear what some girls will do because they think they have to,' Izzy Darnell said.
