This week, sustainable fashion brand Reformation named Pete Davidson as their ‘Official Boyfriend’ and face of their Valentine’s Day Campaign.
Davidson is known for the roster of women he’s dated, including Ariana Grande, Kim Kardashian and Kaia Gerber, and is the internet’s favourite ex-boyfriend. So, who better than to represent a Valentines Day collection?
The campaign has also made headlines for revealing his ink-free body after he reportedly spent $200,000 to remove his tattoos.
Marking a new era for Davidson, this campaign sees him as a loving, caring boyfriend and representing what is known to be a sustainable fashion house.
A spokesperson for the brand said ‘Pete Davidson, the go-to complement to the beautiful and talented women everywhere, has officially partnered with Reformation, the other go-to complement to beautiful and talented women everywhere’.
This signifies the alignment between this romantic era of Pete, the brand’s focus on complementing women and the season of love.
It also reflects the comedian in Pete, with him not only being dubbed the ‘Official Boyfriend’ but also the concept of him selling women sustainable dresses. Often, fashion brands take a more serious, or traditionally romantic route, so it’s great to see Reformation changing the narrative and having some fun with this ad.
The brand is also leaning into the media coverage that Pete undoubtedly gets, essentially securing themselves a viral moment.
Not only is the humour of the campaign a success, but they continue to push their sustainability goals and eco-friendly mission. Reformation subtly communicates that if Pete Davidson can have a responsible wardrobe, so can you.
By leaning into cultural moments, brands are optimising their ads and creating viral moments that are converting into brand loyalty. It’s a shift in the typical narrative and it’s working.
