I get it. I really do. It's hard to raise brand awareness out there in the ever more cluttered world -- especially when it comes to the fickle and fast-moving apparel business. And it's becoming increasingly clear that on-screen product placement can be an effective way of cutting through some of that clutter.
But today's announcement that Vilebrequin, a luxury brand known for its seasonally changing, brightly patterned, quick-drying boxer-short-like men's swim trunks with a retail price point well north of $200, will appear in Monday's episode of "The Bachelorette" (and in what appears to be some kind of beefcake walk-off to boot) seems as incongruous a pairing as the Kardashian sisters and Sears.
I'll say at the outset that I've never watched more than a few seconds of the reality dating show (en route to another channel, specifically). But it hardly seems the logical place to showcase a brand that was born in Saint-Tropez, has a boutique at the foot of Rodeo Drive, and has been worn by the likes of George Clooney, Brad Pitt, Jay-Z and Prince William (famously snapped a few years back wearing a design that consisted of a baby blue background festooned with red chile peppers).