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Go to the parties casual but pretty. Have a crush on a guy in class that makes you put a little extra time into your appearance? Dress like that. Jeans, sweater, practical but stylish shoes, accessories, makeup and hair. Not cocktaily (unless you get invited to a preference type party and in that case they will tell you how to dress), but classic and put together should work for you.
As far as the structure of the parties, it really will vary a lot. If a chapter advertises 4 different parties, probably all are open to the public. But don't be afraid to ask questions. If nothing else it will demonstrate your interest and be a subject of conversation to get you started.
Also, remember that not every chapter holds events and some chapters that you really liked during formal rush may not be participating. However, some houses that you kind of saw as duds during formal rush might really surprise you in this more casual environment. While you are not expected to "keep your options open" during informal rush, I would still visit as many as you can before narrowing down your choices. And remember, informal rush doesn't have any requirements for number of parties you need to attend or that they will be hosting. Don't miss your opportunity because you think there will be more parties next week.
And one more thing, definitely tell your sorority friends that you are interested in informal rush. Some chapters will only have space for a few girls (like 1 or 2) and won't have parties per se. Don't stalk your friends, but letting them know you are interested in any opportunities is a good thing. The last thing you want to have happen is to not have rush go well and then have a friend say "oh, I wish I'd known you were interested!" Besides, sorority women know each other. You might tell Sally the ABC that you are planning to informal rush. ABC is at capacity so they aren't rushing, but Sally might tell Amy, the DEF that she knows a really cool chick...
Best of luck, and let us know how it goes!
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"Traveling - It leaves you speechless, then turns you into a storyteller. ~ Ibn Battuta
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