Pete Davidson debuts his tattoo-free look in Reformation’s new Valentine’s Day campaign, blending effortless style with sustainability.
Pete Davidson, the reigning king of irreverent comedy, is no stranger to reinvention. But his latest transformation — debuting a fresh, tattoo-free physique in Reformation’s latest campaign — marks a different kind of evolution. The former Saturday Night Live star, who once made headlines for his ever-growing collection of inked homages to past relationships and personal milestones, has now revealed a blank canvas. And he’s doing it in style.
Davidson, 31, fronts Reformation’s Valentine’s Day collection, bringing his signature charm to a campaign that redefines the modern boyfriend aesthetic. In a series of effortlessly cool shots, he lounges in relaxed tailoring, sports crisp essentials, and, in a moment sure to set the internet ablaze, poses shirtless, all traces of his former body art erased. “I’m someone’s boyfriend and I take that seriously,” he quips in the campaign video.
His clean-slate look isn’t just a visual shift; it’s part of a larger, personal transformation. Davidson started removing his tattoos in 2020, an arduous and costly process totaling around $200,000. “I saw myself in the mirror and I was like, ‘Nah,’” he revealed. “I got to change it up a little bit.” The decision dovetails with his commitment to sobriety, which he has maintained since September 2024. The comedian’s evolving persona — less chaotic, more considered — makes him a surprisingly fitting muse for Reformation, a brand known for blending effortless style with purpose.
Reformation has never been a brand to follow conventional rules of engagement, and casting Davidson — who has been a symbol of modern masculinity in all its chaotic, emotionally available, and slightly self-deprecating glory — is a masterstroke. His appearance in the campaign speaks to a shift in fashion’s idea of desirability. Gone are the hyper-stylized, unattainable ideals of male perfection. In their place? A kind of charm that is approachable, a little self-aware, and, crucially, real.
It’s a partnership that underscores Reformation’s core identity: clothes that feel effortless but are made with intention, fashion that understands the way people actually want to dress. Davidson’s bare skin, free of past inked proclamations, is an apt metaphor for a brand that has always been about clarity — of purpose, of style, of values.
Reformation’s Valentine’s Day Collection
Reformation, long beloved for its feminine, vintage-inspired designs, takes a slightly unexpected turn for its Valentine’s campaign. Instead of leaning into overtly romantic tropes, the collection exudes an undone sensuality — think sleek silhouettes, luxurious fabrics, and the kind of pieces that feel just as right for a candlelit dinner as they do for a lazy morning-after. There’s an emphasis on versatility: whisper-thin slip dresses that skim the body just so, tailored trousers that suggest a borrowed-from-the-boyfriend ease, and effortless knits that pair as well with stilettos as they do with sneakers.
For menswear (or, rather, men who appreciate a sartorial wink), Davidson models pieces that blend casual confidence with intention. A standout is the gray crewneck emblazoned with “Official Boyfriend” across the chest—a wry nod to relationship culture and the kind of sweatshirt destined to be stolen by significant others everywhere. Reformation’s understated yet meticulously crafted pieces tap into the fantasy of the perfect partner: not just well-dressed, but someone who understands the subtle art of effortlessness.
Fashion’s relationship with sustainability has long been fraught with performative gestures and empty pledges, but Reformation stands apart with its meticulous approach. Founded in 2009, the brand built its identity around a simple yet radical concept: making clothes that look good while being genuinely good for the planet. The latest collection follows suit, crafted from the brand’s signature low-impact fabrics like Tencel Lyocell and recycled materials. Reformation aims to source 100 percent of its fabrics from recycled, regenerative, or renewable sources this year — an ambitious but necessary goal in an industry plagued by waste.
Circularity is another cornerstone of the brand’s ethos. By 2030, Reformation plans for every garment to be designed with end-of-life in mind, ensuring that pieces can be disassembled, repurposed, or fully recycled. Unlike many brands that use sustainability as an aesthetic flourish, Reformation backs its mission with rigorous transparency. Detailed sustainability reports outline progress, including an increase in its carbon footprint due to changes in measurement methodologies — a level of honesty that remains rare in the industry.
The brand also takes a considered approach to labor ethics. Most of its supply chain is traceable, and it upholds the International Labour Organization’s Four Fundamental Freedoms principles, ensuring fair wages and improved working conditions where possible. While there’s always more work to be done, Reformation’s commitment to accountability sets it apart in a world where greenwashing is the norm. And with this Official Boyfriend Valentine’s Day campaign, Reformation isn’t just selling clothes; it’s selling a mood that’s as romantic as it is enduring. And Pete Davidson? He’s proving that sometimes, a clean slate is the most compelling statement of all.
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