Situation Overload

Fashion brands are used to courting celebrities and offering them year-round freebies. Labels love to see in-demand icons flashing their logos and raising the brand’s profile. So we were intrigued to read that American clothing brand Abercrombie & Fitch is requesting pleading withJersey Shore cast member Mike ‘The Situation’ Sorrentino to stop wearing its gear. For the uninitiated, Jersey Shore is a wildly popular MTV reality show that chronicles the drunken exploits of eight hard-partying housemates. Abercrombie & Fitch reportedly offered Sorrentino “a substantial payment” to wear another brand’s clothing. “We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” a spokesperson for the fashion retailer said in a statement. “We understand 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.” Even though A&F’s stock dipped almost 10% the day after its Jersey Shore diss, it was a savvy PR move by the fashion giant. Aside from generating plenty of press, by distancing itself from the tacky twentysomethings A&F confirmed its brand position, struck a chord with its target demographic and won over a new segment of fans. And given that most of the brand’s growth comes from international sales, the move only strengthens its appeal in overseas markets.

Catherine Feliciano-Chon