ROSÉ and Shai Gilgeous-Alexander Front Levi's 'Keep it Loose' Fall/Winter 2026 Campaign
ROSÉ and Shai Gilgeous-Alexander headline Levi's Keep it Loose Fall/Winter 2026 campaign, redefining prep with relaxed denim styles.
Levi's is giving classic prep a relaxed makeover for Fall/Winter 2026. The iconic denim label has unveiled its latest "Keep it Loose" campaign, introducing Loose Prep—a fresh take on traditional collegiate dressing that swaps stiff tailoring for oversized silhouettes, relaxed denim, and effortless self-expression. Fronting the campaign are two of fashion's biggest global names: BLACKPINK's ROSÉ and NBA MVP Shai Gilgeous-Alexander, both longtime Levi's ambassadors celebrated for their distinct personal style. The campaign continues Levi's broader focus on originality, building on its recent "Behind Every Original" platform featuring the same global ambassadors.
Instead of following a strict styling formula, Levi's encouraged both stars to interpret the collection in their own way. That freedom is exactly what makes the campaign feel authentic. Shot on film by photographer and filmmaker Mel Bles, the visuals embrace a nostalgic, lived-in aesthetic, while EPMD's classic hip-hop anthem "You Gots to Chill" provides the perfect soundtrack, reinforcing the collection's laid-back attitude.
ROSÉ, the global K-pop superstar and fashion favorite, delivers her signature blend of polished elegance and effortless cool. She layers soft knotted tops with relaxed denim, including the Loose Taper and Loose Boot jeans, proving that preppy style doesn't have to feel predictable. Her looks mix feminine details with slouchy proportions, creating outfits that feel modern without trying too hard.
Meanwhile, Oklahoma City Thunder superstar and reigning NBA MVP Shai Gilgeous-Alexander leans into oversized tailoring and easy streetwear. His campaign wardrobe features the 501® Loose and Baggy Barrel jeans paired with a sleek MA-1 bomber jacket, reflecting the fashion-forward aesthetic that has made him one of basketball's best-dressed athletes.
Rather than dictating trends, Keep it Loose celebrates individuality. Levi's invites everyone to break away from rigid dress codes, embrace personal styling, and wear denim with confidence. It's a reminder that the best outfits aren't built around algorithms—they're shaped by personality, creativity, and the freedom to make classic pieces your own.
