Pete Davidson Hard Launches Tattoo-Free Skin in Reformation’s Valentine’s Day Campaign

For the countless Hollywood “it boys” that are chronic bachelors, unable to settle down with any one of the throngs of beautiful women available to them at the push of a DM, there is one Pete Davidson: a chronic boyfriend that has found a way to charm his way into the hearts of a multitudinous list of A-list actors, pop stars and models who, for the most part, only have very favorable things to say about him. A miraculous feat.

It’s a facet of his celebrity that he’s known better to shy away from (why would he?) and he’s now leaning into the bit the only way “SNL” cast members knows how to: a good ol’ brand deal.

The comedian has “hard launched” his relationship with LA-based women’s clothing brand Reformation, which launched their “Official Boyfriend of Reformation” campaign on Tuesday morning — just in time for Valentine’s Day. In the campaign imagery, Davidson strips down in a lineup of limited-edition crewnecks that say “Official Boyfriend” and “Official Girlfriend,” in addition to classic boxer briefs.

The photos also mark Davidson’s official debut of his bare arms and legs, previously wrapped in ink. He just finished a years-long process of removing his 200-plus tattoos.

“Hey, you may know me from stuff. For the past few years, the one thing that’s given me the space to collect myself has been coming here a couple times a week and being the perfect boyfriend,” Davidson narrates in the campaign video, as he walks into a Reformation storefront in New York and helps a anonymous lineup of women pick out their clothes from outside the dressing room.

“Yes, I’m someone’s boyfriend and I take that seriously,” he continues “Reliability. Loyalty. It’s an accumulation of things. Make her a hot water bottle for when her tummy hurts. Put the seat down. Don’t tell her to relax, or try to fix her. Say you’re sorry. Actually most of the time, don’t say anything at all. It’s honest work, and somebody’s gotta do it.”

Below, check out the limited-edition pieces featured in Davidson’s Reformation campaign, and shop through more Ref pieces here.