'Jersey Shore' Star Signs Endorsement Deal

Ian Spanier/MTV

Abercrombie who? In the midst of brand-association drama, Vinny Guadagnino is named the new face of Phillips Norelco.

Abercrombie & Fitch may be worried about having their image linked to the cast of MTV's hit reality show Jersey Shore, but Phillips Norelco isn't. 

The grooming company has signed an endorsement deal with Shore star Vinny Guadagnino

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The brand and its celebrity representative have partnered on a mission to help guys "get their style in check before heading back to school," says the company's press release

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"Today, style is all about customization and confidence," Guadagnino added.  "GTL – or gym, tan, laundry – can only get you so far. DIY – do-it-yourself – is the real key to personalized style."

The news comes amidst drama between Mike "The Situation" Sorrentino and clothing brand Abercrombie & Fitch, who offered to pay the reality star not to wear their clothes, saying in a news release that the reality star's "association with our brand could cause significant damage to our image."

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Both Sorrentino and MTV issued responses. "Looks like Abercrombie got themself into a Situation!" tweeted the star, who also shared a link to a story announcing Abercrombie's 9 percent stock drop Wednesday.

While MTV released a statement saying "It's a clever PR stunt, and we'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television." 

Jersey Shore's fourth season, set in Italy has been maintaining high viewership after debuting to record ratings