The "SNL" alum stripped down in a new ad for fashion brand Reformation after sharing he had begun removing 200 tattoos.

Pete Davidson is leaning into his reputation. 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,

Just in time for Valentine's Day, the comedian stars as lifestyle brand Reformation's "Official Boyfriend" in a new must-see campaign.

I happen to be covered in upwards of 15 tattoos at this point in time. (Dad, if your Google Alerts are still set to read all my stories: I’m sorry.) So I have to stress that this praise for Davidson’s new look has no element of aesthetic judgment to it whatsoever;

Pete Davidson ’s tattoo-removal photos are a sight to behold. Seriously, for longtime fans of the comedian who have kept tabs on his career—from Saturday Night Live newbie to certified leading man—the images of Davidson in nothing but his underwear for Reformation’s Valentine’s Day ad campaign are nothing short of shocking.

The “SNL” alum plays the part of the “perfect boyfriend” in a Valentine’s Day-themed ad campaign for the sustainable retailer.

Here’s what you need to know about the Pete Davidson x Reformation collection, including where to buy the pieces online.

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,