Today, the Levi’s® brand says Keep it Loose, with a new campaign that puts two of culture’s most compelling style originals front and center: global pop star ROSÉ and reigning NBA MVP Shai Gilgeous-Alexander. The new campaign highlights Loose Prep – a key assortment and trend within the Fall/Winter 2026 collection – built around prep classics reimagined through looser silhouettes, unexpected proportions, and a loose attitude toward the rules of how clothes are supposed to be worn.
The idea behind Keep it Loose is simple: prep has always had a rigid code. Loose Prep loosens it. In an era of algorithm dressing and style flattening, the Levi’s® brand stands for originality and loose codes, not dress codes. Style originals don’t ignore the rules because they don’t know them. They ignore them because they do.
ROSÉ and Shai Gilgeous-Alexander each were given the Loose Prep assortment and asked to style it themselves. What resulted is a dual body of work and two self-contained worlds united under a single platform. For ROSÉ, that meant embracing her timelessly simple yet refined style approach and bringing looks to life with unexpected detailing and layering. For Shai, it was the loose, nonchalant cool he brings to everything – a presence that makes effortless look earned.
Shai Gilgeous-Alexander’s looks feature the 501® Loose and the Baggy Barrel, paired with the MA-1 Bomber and Authentic PO Hoodie. ROSÉ’s looks span the Loose Taper, Loose Boot, and a range of Loose Prep tops, layered, knotted, and remixed in a way that is entirely, distinctly hers.
The global campaign spans hero motion films, stills, and Levi’s® flagship store activations. Both ROSÉ and Shai have their own 30-second and 15-second films soundtracked by the classic EPMD track “You Gots to Chill,” a late ‘80s/early ‘90s hip-hop cut that grounds the campaign’s visuals in cultural authenticity and attitude. The campaign was shot on film by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman. Levi’s® flagship locations will feature dedicated Shai and ROSÉ edits from the campaign that offer a direct window into how they each styled the collection.
The Keep it Loose campaign launches globally today on socials @levis Instagram and TikTok, levi.com, the Levi’s® App, and in Levi’s® stores worldwide.
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