By Daily Mail (U.S.) | Created at 2026-08-13 21:28:47 | Updated at 2026-08-14 01:06:02
8 hours ago
As most American women have embraced athleisure, there is still one area of the country that is holding out: the south.
Workout clothing has exploded in popularity recently, with women across the nation wearing leggings and sports bras, fitted tees and cozy oversized hoodies even when they're not going to the gym.
But when you step foot in the southern states, it's a completely different story.
Women in the south often wear chic dresses, polished sweaters and gingham skirts to everyday activities like running errands, hanging out with friends and attending dinner parties.
It's a divide that has become noticeable among fashion experts.
The 'Bama Rush' phenomenon could be, in part, to blame.
Back in 2021, a series of women who were trying to join the University of Alabama's Panhellenic community documented their road to being accepted into one of the 18 different sororities at the school, and uploaded it all to TikTok under the hashtag #BamaRush.
The videos featured the women showcasing their perfectly curated outfits for each day of rush week and they quickly exploded, as many people on the web became enthralled with watching the lengthy process play out and seeing all of their chic looks.
As most American women have embraced athleisure, there is still one area of the country that is holding out: the south. Left is a stock image of a woman in workout clothes while right shows a woman attending an event in Palm Beach, Florida, wearing a floral dress
The 'Bama Rush' phenomenon could be, in part, to blame. Women are seen posing for photos at Bid Day during Bama Rush in 2025
Since then, every time August rolls around, #BamaRush goes viral once again, as a whole new set of freshmen hopefuls at the University of Alabama and other southern schools put on their most fashionable ensembles as they vie for the chance to get accepted into the sororities on campus.
On Reddit, southern style is often a hotly discussed topic, with people noting the pressure to look a certain way and questioning what to pack for trips down south.
Content creator Alex G, who makes TikTok videos as NoBestPractices, recently joined the conversation when she shared a video and claimed that 'southern women are keeping the fashion industry alive' because they are the only ones who are still dressing up on a regular basis.
Commenters on the viral TikTok agreed and shared their own experiences with southern style.
One southerner confirmed that they dress up for everything, including 'church, junior league, Mahjong, bunco, church groups, dinner parties, husband’s work events, book club and any and all SEC sporting events.'
Another woman explained that she noticed that students are even dressing up in formal attire for football games at SEC schools like the University of Tennessee.
Some people theorized that it came down to the living expenses, with one writing: 'Cost of living in the south compared to income is better. I definitely could not shop the way I do if I had NYC rent to think about.'
Experts agree that there is a north/south divide when it comes to dressing up.
Experts agree that there is a north/south divide when it comes to dressing up. Above, a model shows off Georgia-based Juliana's Boutique wares
Each year in August, sorority hopefuls showcase their perfectly curated outfits for each day of Rush week online. A slew of students at The University of Alabama are seen
Boston-based founder Lindsay Rose Rando has opened locations for her clothing boutique Bobbles & Lace all over the south after starting in New England, with new shops in Savannah, Charleston, Atlanta, Fort Lauderdale, Orlando and Miami.
Rando told the Daily Mail that she has found that her southern clientele favors dresses, statement jewelry, colorful pieces and outfits for specific occasions and are often 'investing in pieces for upcoming events rather than simply shopping for the lowest price.' Her southern boutiques tend to carry more colorful sundresses and resort wear.
While the rest of the country seems to be leaning towards simpler looks, Rando believes southerner's daily outfits are more personal.
Anna Italiano and her husband co-founded the Georgia-based Juliana's Boutique, where their clientele constantly comes in for something new.
And she thinks southern fashion is playing a key role in keeping the retail industry alive.
'It has become much more socially acceptable to simply not dress up anymore, and that has certainly changed the fashion industry,' Italiano explained.
She said many of her clients come in repeatedly because they don't want to be photographed in the same outfit twice.
Italiano believes the popularity of Bama Rush led to more stores realizing how valuable the southern market is.
'These young women are a perfect example of consumers who are buying brand-new, on-trend pieces for very specific themes and events, and in those moments, finding the right outfit can be more important than the price,' Italiano said.
