Bad Situation

Hilarious report in the WSJ blog about Abercrombie & Fitch paying Mike “The Situation” Sorrentino of the Jersey Shore to NOT wear its brand due to “deep concern” over negative brand associations.  It’s like when so-called “chavs” started wearing Burberry tartan as the uniform of choice across the UK back in the mid-noughties.  That was one hell of a nightmare for the Burberry brand, though that brand is decidedly more aspirational than A&F which is more known for their barely clad models and politically incorrect T-shirts.   Which then begs the question if A&F is genuinely concerned about the Situation bringing down their image with all the tacky Jersey Shore associations or if they just want to fire up some good ol’ fashioned controversy for buzz.  After all, it sounds like they were the ones that released a statement about it.  If I were Snooki, I’d start wearing head to toe A&F and refuse to stop wearing any of it until they paid at least triple what they paid the Situation.  Work it, girl.  For real.