18Aug/110

We Got A Fitchuation Here

Posted by Emily

You would think that the most popular reality T.V. show among young people would be a dream outlet for PR execs to pitch a product made for young people. Well, this is not the case if that show is MTV's The Jersey Shore. Not long ago, one of Gucci's rival fashion houses allegedly sent some Gucci bags to Nicole "Snooki" Polizzi in order to make Gucci look bad. Now, Abercrombie & Fitch is trying to pay Michael "The Situation" Sorrentino to NOT wear their clothes. An Abercrombie rep said, "We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have offered a substantial payment to Michael 'The Situation' Sorrentino [...] to have the character wear an alternate brand..."

This is mildly funny coming from the long controversial company that publishes an annual winter catalogue featuring naked teenagers... I don't know about you, but I think the potential repercussions of Abercrombie's request could be equally (if not more) damaging than "The Situation" occasionally wearing one of Abercrombie's preppy polos or tees.

   
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