Pete Davidson starred in Reformation’s Valentine’s Day campaign as the brand’s “Official Boyfriend.” The campaign depicts Davidson as the perfect boyfriend who patiently waits for his unseen girlfriend as she tries on clothes in Reformation’s dressing room. He brings her a matcha latte, asks about her dreams, and puts her purchases on his credit card. In campaign photos, Davidson wears an “official boyfriend” sweatshirt, which became available for purchase on the brand’s website, along with an “official girlfriend” version and boxer briefs.
The brand even added “boyfriend couch” plaques above sofas in its stores as a nod to the campaign. This is a genuine brand campaign, not a collaboration or collection launch. We’re really focused on the visibility of Reformation versus pushing a particular product or category,” said Reformation’s chief creative officer, Lauren Caris Cohan.
New York-based label Eckhaus Latta leveraged Valentine’s Day for a sponsored activation and created affordable merchandise for customers. Following its New York Fashion Week runway show, the brand hosted a Valentine’s Day-themed after-party in partnership with Tinder’s dating app at the Russian Tea Room. Guests received one of three T-shirts from a capsule collection reading “available,” “unavailable,” or “it’s complicated.” These were launched on the brand’s website at an accessible price point of $100.
Davidson embodies the perfect boyfriend archetype
The event included a matchmaking element to drive connection, and attendees filled out surveys about what they sought in a relationship. Comedian Cat Cohen emceed, and three couples got together.
To align with its goal of community support, Tinder donated to the American Civil Liberties Union, championing women’s and LGBTQ+ rights—central to both brands. Tinder collaborated with New York-based designer Willy Chavarria in another partnership for his first show during Paris Men’s Fashion Week. Chavarria appeared on the runway wearing a T-shirt that read “How we love is who we are,” created alongside Tinder and the Human Rights Campaign.
The T-shirt sold out within 24 hours of launch and was restocked in time for Valentine’s Day. For Reformation, Eckhaus Latta, and Willy Chavarria alike, merchandise played a supporting role in connecting with each brand’s community holistically. It always felt, in terms of a fashion brand, a bit like a Hallmark holiday, a little corny, a little heteronormative.
So it was really nice introducing it in this way,” said Latta.
