Pete Davidson Debuts Tattoo-Free Look as the ‘Perfect Boyfriend’ in Reformation Campaign

Pete Davidson Debuts Tattoo-Free Look as the ‘Perfect Boyfriend’ in Reformation Campaign

Pete Davidson is shedding his signature tattoos and embracing a new role as the “perfect boyfriend” in his latest campaign for the sustainable fashion brand, Reformation.

While Davidson may be parting with his iconic ink, he’s not losing his sense of humor or his laid-back charm. In fact, the comedian seems more than ready to lean into his “boyfriend” persona—at least for the brand’s new Valentine’s Day-themed ad.

In the commercial, Davidson plays the part of an ideal partner, spending time in a Reformation store, complimenting his girlfriend, and offering the kind of sweet gestures one might expect from the “perfect boyfriend.” “For the past few years, the one thing that’s given me a space to collect myself has been coming in here a couple times a week and being the ‘perfect boyfriend,'” Davidson narrates, sitting comfortably in the store while admiring his girlfriend’s outfit. “Yes, I’m someone’s boyfriend, and I take that seriously.”

Davidson fully embraces the role, bringing his partner coffee and delivering classic “perfect boyfriend” lines like, “I really want to drive you to the airport” and “I wrote a letter about my feelings, maybe we can read it together.” While his girlfriend is in the dressing room, Davidson waits nearby, eager to please. “I booked three places for dinner tonight,” he offers. “Or I could cook!”

His narration offers advice for others aiming for “perfect boyfriend” status, saying: “It’s an accumulation of things: make her a hot water bottle when her tummy hurts. Put the seat down. Don’t tell her to relax or try to fix her. Say you’re sorry — or actually, most times, don’t say anything at all.”

At the end of the ad, Davidson leaves the store, already planning his next visit to play the perfect boyfriend again next week. “It’s honest work,” he concludes. “Somebody’s gotta do it.”

The campaign is a fun nod to Davidson’s history of high-profile relationships with stars like Ariana Grande, Kim Kardashian, Emily Ratajkowski, and others. It also comes on the heels of the comedian reflecting on his relationship with fame. In December, Davidson expressed his desire for his career to be defined by his work rather than his personal life. “I just want to be known for doing good work,” he said. “I want to be out there only when it’s a movie, stand-up, charity, or business ventures. That’s when I want to be seen.”

In addition to playing the perfect boyfriend, Davidson also flaunts his newly tattoo-free skin in the campaign, which is a significant change for the comedian. During a recent appearance on The Tonight Show with Jimmy Fallon, Davidson shared that he’s been undergoing a process to remove most of his 200 tattoos.

“They’re almost gone,” he said, describing the removal process as “horrible.” He explained that the procedure involves burning off layers of skin, which then requires six to eight weeks of healing time between each session. While he plans to keep a few tattoos, Davidson is aiming for a fresh start with a “clean slate.”

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