In honor of Valentine's Day 2025, Reformation introduced Pete Davidson as its Official Boyfriend, sparking a viral moment that yielded 11B brand impressions. The campaign’s thesis rests on the idea that great clothing, like a great boyfriend, should inspire confidence. A core tenant of Reformation’s product strategy, as evidenced by the fact that 82% of customers say that wearing Ref clothing makes them feel confident.
The goal of the campaign was to increase brand awareness and reach new audiences globally, as well as spark conversation about the brand by delivering unexpectedly delightful creative that still felt true to Reformation’s brand identity. As a celeb notoriously known for his dating life and sense of humor, Pete Davidson was the ideal person to help generate noise. The campaign reframed what a “great boyfriend” looks like, spotlighting Pete as the embodiment of everything great clothing should do: make you feel confident, loved, and supported. He doesn’t take himself too seriously and neither does Reformation, and the resulting buzz around the campaign was a testament to that organic alignment.
Concepted and executed within two months, the campaign featured a full 360 treatment: provocative out of home, digital placements, paid and organic social, IRL retail touchpoints and campaign merch that sold out within days. The campaign’s central asset is a hero film starring Pete Davidson, which positions Pete and Reformation—both go-to complements for beautiful and talented women everywhere—as a perfect match. In the film, Pete lounges on a couch inside a Reformation store lauding her with praise characteristic of a perfect boyfriend while she tries on clothing. It’s the shopping equivalent of a cheering section, which the campaign brought to life across visual assets.
Alongside the video, Reformation developed creative content featuring Pete half-naked and tattoo-free for the first time, sparking immediate conversation and nodding organically to the brand’s claim that: “Being naked is the #1 most sustainable option. We’re #2.” The campaign was also accompanied by a shoppable component of limited-edition merchandise, including “Official Boyfriend” and “Official Girlfriend” hoodies and boxers to offer customers a tangible way to engage with the campaign.
Given the campaign was completed in only two months from the start of conversations with talent to launch, timing was a defining challenge, requiring close cross-functional collaboration across creative, retail, media, and legal teams. While the tight timeline posed challenges, it ultimately underscored one of Reformation’s biggest strengths: the brand’s unique ability to act fast and show up in cultural moments in real time. With trends moving quickly and attention spans growing shorter, cultural relevance is fleeting, so speed matters. Reformation’s agile business model allows the brand to stay one step ahead, meeting the moment before it passes and resulting in a partnership that was unexpected, authentic and culturally relevant all at the same time. Unlike a traditional fashion brand celebrity endorsement, Pete Davidson’s reach as a well-known comedian and actor extends across entertainment, lifestyle, and pop culture. With the goal of driving widespread brand awareness and cultural conversation, partnering with a widely recognized celebrity of Pete’s caliber helped unlock a new level of relevance for the campaign and Reformation itself.
When the campaign launched, it quickly evolved into a viral phenomenon and significantly exceeded expectations. In total, “Pete Davidson, Official Boyfriend of Reformation” generated 150+ original press stories in global publications, including the likes of ABC News, Adweek, Business of Fashion, CNN, Daily Beast, Buzzfeed, New York Magazine, The Today Show, Vogue, Vulture and more, representing an estimated 11B impressions. Overall, brand search increased 28% YoY following launch. On social media, the film generated a combined 8M impressions through Reformation’s TikTok and Instagram channels, averaging 24,275% more plays on TikTok compared to an average post and 1,128% more views on Instagram compared to an average post. This engagement notably primarily came from non-followers (86% on Instagram and 99% on TikTok). Furthermore, users who encountered the campaign on Meta were 17% more likely to intend to purchase with Reformation vs. a 2% benchmark for North America, indicating outstanding commercial performance.
This campaign built on the brand’s already strong track record of thought provoking campaigns and collaborations, including its “You’ve Got the Power” campaign starring activist Monica Lewinsky, which achieved a similar level of virality just one year prior. After 16 years in business, Reformation remains at the forefront of fashion, sustainability, and culture, demonstrating an uncanny ability to connect with the zeitgeist and trend cycle. The “Official Boyfriend” campaign successfully illustrates Reformation’s distinct ability to connect with its core customer in an authentic and intimate way, while simultaneously appealing to new audiences.
