Skims Campus Collection Dominates RushTok
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Skims has fully leaned into Rush Week. The brand unveiled a new Campus Collection on Aug. 7 at 12 p.m. ET—think dorm-ready basics like baby tees, camis, zip hoodies, polos, and soft sweats—timed precisely for sorority recruitment season. The campaign stars actual college students (including three Alabama creators who first blew up during Bama Rush), framed as the “Class of 2025,” and pitched as effortless, mix-and-match uniforms for move-in, house tours, and bid day.
Within hours, RushTok feeds were swamped with try-ons, GRWMs, and behind-the-scenes clips from the Skims shoot as creators tagged #bamarush and #campuscollection. Skims’ own teasers hit Instagram earlier in the week, building a countdown to the drop; creator posts then pushed discovery into overdrive with first looks and styling hacks straight from Panhellenic hotspots. Media roundups quickly followed, spotlighting standout pieces and early favorites.
Strategically, it’s smart and a little ruthless: show up where Gen Z attention already lives, let real students carry the story, and treat sorority rush like fashion week—just with dorm keys and tailgates. If engagement holds, expect campus ambassador pushes, limited school-color capsules, and more creator-led edits as back-to-school ramps up. Skims isn’t just selling basics here; it’s staking a claim on the unofficial uniform of RushTok 2025.
