Reformation previewed the reveal on Instagram, sharing a video captioned, "Not not a soft launch," in which Davidson, holding a coffee and a snack with his head out of frame, walked into a Reformation store in New York City. Text in the video said, "Boyfriend reveal. 2/11."
On Tuesday, Reformation debuted a new photoshoot on the website featuring Davidson, in which he modeled some new products such as a crewneck that said, "Official Boyfriend." He also posed in a couple of more risqué looks showing off his toned physique.
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Fans were stunned when Reformation first teased the collaboration on social media, with many sharing their excitement in the comments.
The photos also showed a transformed and nearly unrecognizable Davidson, as he recently removed almost all of his tattoos. In the new photo, the Saturday Night Live alum had a bare chest and arms, with no tattoos visible in the new photo campaign.
Davidson noted that he would possibly keep a few of his tattoos but told host Jimmy Fallon, "I'm trying to clean slate it."
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