Despite its niche, Bama Rush content says a lot about American consumers at large.

Despite its niche, Bama Rush content says a lot about American consumers at large. Though the stars of the now yearly #BamaRushTok content represent a very narrow subculture of teen girls, their outfits are quite the apt image of how Americans shop for clothes today. While these PNMs are largely wealthy enough to afford luxury jewelry, shoes, and bags for their #OutfitOfTheDay, they’re pairing them with clothes from SHEIN and Target—a blending of mass merch that would never have occurred 20 years ago. But as fast fashion becomes the popular, trendy norm and luxury is marketed towards more middle-class shoppers, the shopping habits of all American consumers, regardless of wealth status, are blurring together. YPulse data shows Gen Z and Millennials believe cheap clothes from big box stores are just as cool as name-brand or expensive ones—which has been a major market shift as they become more powerful consumers. (The Atlantic)