The comedian is a total heartthrob in the brand’s new Valentine’s Day campaign

Pete Davidson is here to take the title of “official boyfriend.” 

The comedian and Saturday Night Live alum, 31, is the face of Reformation’s new Valentine’s Day campaign and the photos have boyfriend material written all over them.

The King of Staten Island star shows a glimpse at his tattoo-free body for the firsttime since starting his $200,000 ink-removal journey in 2020. 

Davidson poses shirtless (pecs, biceps and all) while wearing a pair of cream trousers with the waistband of his underwear peeking through. 

The sexiness doesn’t stop there though. 

In one photo, he wears nothing but a pair of briefs and a tight-fitted T-shirt. And in another, he’s lensed looking like the perfect heartthrob in a cozy gray crewneck that reads “Official Boyfriend” while fitted in his signature sunglasses.

But a sweatshirt isn’t all that proves his new title. The actor’s partnership with the brand also features a video, written and directed by Matthew Frost, in which he shows why he’s boyfriend of the year.

In the clip — which is a tongue-in-cheek take on what guys do while shopping with their girlfriends — Davidson plays the doting partner who “supports your decisions and is invested in your happiness” while even knowing the difference between Reformation’s Val Mid-Rise and Abby Low-Rise Jeans. 

“I’m someone’s boyfriend and I take that seriously,” Davidson says in the video before a sequence shows him embodying the textbook definition of the perfect partner. 

Over the years, the star has been known for his dating history, which has included Ariana Grande, Kim Kardashian, model Emily Ratajkowski, Madelyn Cline and his Bodies Bodies Bodies costar Chase Sui Waters. 

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Davidson has been open about removing his tattoos, which aligned with his decision to get sober. 

“I saw myself in the mirror and I was like, ‘Nah. Who that?’ I was like, ‘I got to change it up a little bit,'” he said during his appearance on Today on Jan. 31.

On an episode of The Tonight Show Starring Jimmy Fallon that aired on Jan. 30, he said plans to keep “maybe, like, two or three” from his collection, which totaled to around 200 tattoos, but is “trying to clean slate it.”

A source told PEOPLE of Davidson’s procedure: “He just woke up one day and wanted them gone, and it’s been a years-long process.”

A second source added that the tattoo removal is also marking a fresh start for Davidson, who “has been sober since September, and gained 20 pounds.”

“Things are going really well for him,” the insider told PEOPLE. “Things are heading in the right direction, and he’s receiving excellent reviews for [his movie Dog Man].”