Just in time for Valentine’s Day, cult-loved label Reformation teamed up with “the go-to complement to beautiful and talented women everywhere,” aka Pete Davidson.
“Saturday Night Live” alum Davidson is someone who continues to confuse the internet with his loveable personality. Dubbed the “official boyfriend” of Reformation, the comedian and actor stars in the brand’s newest campaign, spotlighting signature Ref silhouettes.
As Hypebae reports, Davidson, known for his surprising level of BDE and a slew of famous girlfriends (most notably Ariana Grande, Kim Kardashian and Emily Ratajkowski,) debuted his new tattoo-free look (he recently had more than 100 tattoos removed – ouch) for Reformation’s Valentine’s Day campaign, and the photos quickly went viral on social media.
As WWD reports, in less than 48 hours, the campaign earned the brand $1.2 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
“We have some news. We got a boyfriend. And not just any boyfriend. The boyfriend. Pete Davidson, the go-to complement to beautiful and talented women everywhere, has officially partnered with Reformation, the other go-to complement to beautiful and talented women everywhere,” the brand announced via statement.
Davidson talked about his decision to clear his skin through laser removal treatments while appearing on the NBC’s TODAY show in January. “I got sober, and I saw myself in the mirror, and I was like, ‘Nah.’ I was like, ‘I need to change it up a little bit,'” he said. The actor also discussed the treatment on “The Tonight Show Starring Jimmy Fallon,” saying, “They gotta burn off a layer of your skin…so really think about that ‘Game of Thrones’ tattoo.”
Captured in the brand’s “boyfriend” sweatshirt and boxer briefs, Davidson aims to represent “100% boyfriend material,” only this time, it comes in the form of comfy basics and reliable denim. Each piece in the collection is made sustainably because according to Reformation, “being naked is the number one most sustainable option. We’re number two.” The campaign also featured an accompanying video written and shot by Matthew Frost, who previously directed campaigns for Hermès and Nike.
Take a look at Davidson in action for Reformation and head to the brand’s website for a closer look at the newest styles.
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Photo Credit: DFree / Shutterstock.com