Comedian Pete Davidson recently starred in Reformation's Valentine's Day ad campaign and debuted a new tattoo-free look. Davidson, the former Saturday Night Live star was once well known for his tattoos, many of which had been dedicated to his high-profile former girlfriends. But he has now decided to go tat-free.

The comedian and former “Saturday Night Live” cast member is the “official boyfriend” in Reformation’s new Valentine’s Day campaign. In a video shared by the company on social media, Davidson explains he’s been coming into Reformation stores being “the perfect boyfriend” for the past few years.