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Reformation’s latest campaign, styled by George Cortina, brilliantly leans into humor, playfulness and a little bit of chaos — all wrapped up into the internet’s favorite heartthrob that is Pete Davidson: “The Official Boyfriend” of Reformation. Lensed by Angelo Pennetta, arrives just in time for Valentine’s day. With laid back, muted styling by Cortina, the visuals are pared down and polished, blending Reformation’s signature effortless cool with Davidson’s offbeat charm. He keeps a meticulous focus on clean silhouettes, soft textures, and an undone, just woke-up energy.
A playful nod to Davidson’s well-documented dating history, the “Official Boyfriend” campaign, shot in classic boxer briefs and relaxed tailoring, is iconic. But this isn’t the Davidson we are used to seeing. The tattoos are gone, the chaos is dialed down, and in his place is the ultimate “meet-the-parents” version of Pete– a clean-cut, cozy, hype-man of a boyfreind.
The brand, known for its effortlessly sexy, cool-girl aesthetic, flips the script by putting a lover-boy version of the comedian front and center. It’s the kind of campaign that is lovable, but doesn’t take itself too seriously, making Davidson the perfect face.
A brand deal that makes fun of brand deals? Very Pete Davidson. A campaign that makes its audience vying to shop? Very Reformation. And the styling that ties the story together? Classic George Cortina.
George is a part of Exposure NY’s styling division. Exposure NY is a photography/styling agency in New York City.
