Nicole “Snooki” Polizzi recently addressed persistent rumors surrounding her alleged use of specific designer handbags during her time on Jersey Shore.
The 35-year-old reality TV star made an appearance on the two-episode Jersey Shore: Family Vacation Reunion alongside her fellow cast members, where they discussed recent events and provided insights into their relationships and the TV show.
During the second part of the reunion, the topic of Snooki’s designer handbags came up, a myth that has circulated for years.
The myth originated from a TikToker who claimed that Louis Vuitton had provided Gucci bags to Snooki, ensuring that she wouldn’t carry their own brand of bags during the initial run of Jersey Shore on MTV.
This concept, known as “unbranding,” is a marketing strategy that involves minimizing or removing a company’s branding from its products and services, as defined by Indeed.
Due to the rebellious and wild nature of the Jersey Shore cast, an urban legend emerged suggesting that Louis Vuitton wanted to distance their brand from the now-iconic reality TV star, Snooki.
Influencer Marc Sebastian, who posted the TikTok video, proposed that Snooki had been given Gucci bags for the show, which aired from 2009 to 2012.
According to the unbranding theory, this tactic aimed to associate Gucci with characters perceived as “cheap” or “unlikable,” thereby diminishing the brand’s image.
When the myth was brought up during the Jersey Shore: Family Vacation Reunion Part 2, Snooki promptly denied its veracity.
“There are so many TikToks about this,” Snooki exclaimed during the reunion, adding, “No, that’s not true, but if it were, that would be (censored) amazing. ‘We’re getting free Gucci from Louis Vuitton!’ I mean, I wish that were true.”
Jenni “JWoww” Farley, Snooki’s castmate, jokingly chimed in, saying, “We could only afford Gucci.”
Considering their current financial status, they likely have the means to purchase bags from any brand they desire. According to Celebrity Net Worth, Snooki’s estimated net worth is $4 million.
While Snooki gained notoriety in the past for her confrontations, encounters with law enforcement, and arrests due to her behavior on the show, she now asserts that the rumors surrounding the designer bags she supposedly had during the show’s early years are simply “not true.”
Years ago, a similar situation arose involving Jersey Shore’s Mike “The Situation” Sorrentino and the clothing brand Abercrombie & Fitch.
In 2011, A&F offered The Situation $10,000 not to wear their clothing on the show, citing concerns about the potential harm to their brand’s image. Their intention was for him to wear a different brand instead, as reported by The Guardian.
This led to a lawsuit filed by The Situation against A&F, accusing the brand of trademark infringement, unfair competition, false advertising, damage to business reputation, and misappropriation of likeness. However, the lawsuit was ultimately settled, with The Situation receiving no monetary compensation as he lost the case, according to The Hollywood Reporter.
With these brand-related issues now in the past, the cast is preparing to return to MTV with Season 7 of Jersey Shore Family Vacation. Snooki and The Situation, along with their familiar castmates, will be joined by original Jersey Shore cast members Sammi Giancola and Ronnie Ortiz-Magro, who are making a comeback to the show.