Each August, thousands of young American women participate in a week-long process to join one of the sorority houses of the University of Alabama. The tradition, known as rush week, goes back a century and, given it effectively amounts to a competition of attractiveness, popularity and upbringing, it has been kicked into warp speed thanks to TikTok and Instagram where applicants document their #BamaRush journey.

Among the most elite sororities are Kappa Delta, known for women with pageant-ready hair from old-money families, and Zeta Tau Alpha, home to influencers with the biggest followings. The hashtag #ootd stands for “outfit of the day”, a meme where sorority members and wannabes post breakdowns of what they’re wearing.