Pete Davidson is starring in Reformation’s new Valentine’s campaign with a focus on his journey to remove $200,000 worth of tattoos.
Can you imagine that Pete Davidson, once a prominent Saturday Night Live member, had as many as 200 tattoos covering his body?
His collection included tributes to past partners like Kim Kardashian and Ariana Grande, collaborative pieces with Miley Cyrus, and memorials for his father, Scott Davidson, who tragically died during the September 11 attacks.
Now, Pete is following through on his decision to ‘burn off’ his tattoos.
Just in time for Valentine’s Day, Los Angeles-based fashion brand Reformation has launched a new campaign featuring Davidson.
The campaign features shirtless photos highlighting the King of Staten Island star’s skin without tattoos, sparking conversations online.
These images follow Davidson’s appearance on Late Night with Seth Meyers, where he talked about the lengthy process of tattoo removal.
“When I’m 40, it’ll all be gone,” he explained, referring to tattoos on his chest and back.
“If it’s black and white, it’s a little easier, but if it’s a color tattoo, it takes forever.”
Pete also mentioned that there’s no single tattoo he regrets, but rather regrets having them at all.
“I made a lot of those decisions before rehab, so I have the dumbest tattoos,” he remarked.
“I got a collection of cartoons smoking blunts like a muppet smoking a blunt, the Tootsie Pop owl smoking a blunt.”
In January, Davidson shared his experience of undergoing tattoo removal.
“They gotta burn off a layer of your skin and then it has to heal for, like, six to eight weeks and you can’t get in the sunlight,” he said on The Tonight Show Starring Jimmy Fallon.
“Then you gotta do it, like, 12 more times.”
The motivation for removing his tattoos came from the extensive effort required on movie sets to cover them up.
“I didn’t think that they would put me in stuff – like the movie business. I thought after SNL, it’s a wrap,” he previously explained.
“It takes like three hours – you have to get there three hours earlier to cover all your tattoos, because for some reason, people in movies, they don’t have them that much.”
As per Reformation’s Valentine’s campaign, the Bodies Bodies Bodies actor is now considered the brand’s ‘official boyfriend.’
“Together, we’re reminding you of what makes a really great partner,” Reformation’s website states.
“With these reliable, sexy, 100% boyfriend material things. And we aren’t just talking about Pete.”