Fans were stunned when the popular fashion brand Reformation debuted Pete Davidson as its “Official Boyfriend” with a revealing new photoshoot that showed the comedian in a different light.
Reformation previewed the reveal on Instagram, sharing a video captioned, “Not not a soft launch,” in which Davidson, holding a coffee and a snack with his head out of frame, walked into a Reformation store in New York City. Text in the video said, “Boyfriend reveal. 2/11.”
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On Tuesday, Reformation debuted a new photoshoot on the website featuring Davidson, in which he modeled some new products such as a crewneck that said, “Official Boyfriend.” He also posed in a couple of more risqué looks showing off his toned physique.
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“We have some news. We got a boyfriend. And not just any boyfriend. The boyfriend,” text on the site read. “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.”
Fans were stunned when Reformation first teased the collaboration on social media, with many sharing their excitement in the comments.
“It’s pete davidson?????” wrote one stunned fan, as more chimed in to say, “Omg what is happening ?!!!!” and “I’m so excited.”
The photos also showed a transformed and nearly unrecognizable Davidson, as he recently removed almost all of his tattoos. In the new photo, the Saturday Night Live alum had a bare chest and arms, with no tattoos visible in the new photo campaign.
In a recent appearance on The Tonight Show Starring Jimmy Fallon, Davidson opened up about how he has “been burning [his tattoos] off. Yeah, they’re almost gone.” He showed off one of his arms almost completely bare of tattoos, before admitting that the process to remove them is “horrible.”
Davidson noted that he would possibly keep a few of his tattoos but told host Jimmy Fallon, “I’m trying to clean slate it.”
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