Levi’s has launched its newest campaign, “Keep it Loose,” fronting the pop star Rosé and reigning NBA MVP Shai Gilgeous-Alexander. The campaign centers on “Loose Prep,” a trend within the brand’s Autumn/Winter 2026 collection that reworks preppy classics with looser silhouettes and relaxed proportions.
Rosé and Gilgeous-Alexander styled the Loose Prep pieces themselves. Gilgeous-Alexander’s looks combine the 501 Loose and Baggy Barrel with an MA-1 bomber jacket and an Authentic PO hoodie, while Rosé’s outfits feature the Loose Taper and Loose Boot alongside a selection of Loose Prep tops, layered and knotted.
The global campaign includes hero films, stills and in-store activations at the brand’s flagship stores. Rosé and Gilgeous-Alexander each appear in 30- and 15-second films soundtracked by “You Gots to Chill” by hip-hop duo EPMD. The campaign was shot on analog film by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman.
