Sustainable fashion brand Reformation has introduced its new 'Official Boyfriend' just in time for Valentine's Day: comedian and actor Pete Davidson.
Known for his self-deprecating humor and high-profile romances, Davidson brings his signature charm to a collection of cozy essentials in a campaign directed by Iconoclast's Matthew Frost.
The collaboration features 'Official Boyfriend' and 'Official Girlfriend' sweatshirts, as well as classic white rib knit boxers, in a playful nod to Davidson's romantic reputation.
Reformation's ability to blend humor with fashion has helped it carve out a niche in the sustainable fashion market.
Profitable since 2016, the brand reached $350 million in revenue in 2023 and continues to expand with fresh, unconventional campaigns.
This includes a memorable spot for the brand's collaboration with running shoe brand HOKA, which launched last October.
Unexpected influencer partnerships with stars like Pete Davidson help brands stand out and connect with new audiences in an authentic way.
Reformation's campaign also shows how humor and personality can make sustainable fashion more relatable and engaging.
Dream Boyfriend
A three-minute brand film frames Davidson as the ideal boyfriend: a partner who doesn't just tolerate shopping trips but actively supports them.
Set in a Reformation store in New York, Davidson delivers lines with his signature deadpan humor, showing by example how a "good boyfriend" should act while his girlfriend tries on clothes.
Other campaign visuals include Calvin Klein-inspired shots of the comedian in sunglasses, fitted tees, and boxers, revealing his tattoo-free skin after years of ink removal.
In a statement, Reformation pointed out what sets Davidson apart from normal boyfriends:
"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."
The campaign will span social media and OOH placements.
Last week, the comedian appeared alongside Gordon Ramsay in a Super Bowl ad for HexClad.
