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United States Reformation Makes Things Official With 'The Perfect Boyfriend': Pete ...
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Pete Davidson is known for a lot of things. There’s his Saturday Night Live (SNL) stint, his loosely autobiographical movie, The King of Staten Island, and his tattoos (which he’s now removed).
He’s also known for his high-profile dating history. Fellow celebrities ranging from Ariana Grande and Kaia Gerber to Kate Beckinsale and Kim Kardashian have all famously succumbed to Davidson’s charms.
Now, he has a new “official girlfriend:” the sustainable fashion brand Reformation.
Davidson has been unveiled as the retailer’s “boyfriend,” just in time for Valentine’s Day.
The pair have launched a collection that features “Official Boyfriend” and “Official Girlfriend” sweatshirts and white rib knit boxers.
‘The Perfect Boyfriend’
To mark the collab, the pair have hard launched a campaign that will run across social and OOH casting the former SNL regular in the role of “the Perfect Boyfriend.”
In the hero ad, Davidson plays a doting boyfriend who does all the right things in the fitting room on a shopping trip.
“I’m someone’s boyfriend and I take that seriously,” Davidson says in the film.
The billboards feature Calvin Klein-esque shots of Davidson sporting briefs, sunglasses, and a tight-fitting shirt. The photos mark the first time the star has revealed the results of his journey to remove his 200-plus tattoos.
“You’ve seen regular boyfriends on shopping trips—uninspired, bored, playing chess on their phone. Our boyfriend is different. He supports your decisions. He’s invested in your happiness. He notices the difference between the Val Mid-Rise Jeans and the Abby Low-Rise Jeans,” said the brand in a statement.
“That’s enough to make us love Pete, but we also have a ton in common. Like reliability. Flattery. Sexiness. We got together for our new campaign featuring 100% boyfriend material–Pete, but also some comforting basics like limited-edition sweatshirts and boxer briefs to cuddle up with when you want to watch your shows on the couch.”
Eco-friendly, privately owned label Reformation has been profitable every year since 2016, with profits reaching $350 million per its last update in 2023. In recent years it has partnered with unexpected ambassadors, including Monica Lewinsky, to reach environmentally conscious consumers.
