Levi’s Says “Keep it Loose” with ROSÉ and Shai Gilgeous-Alexander
Stuffy dress codes are officially out. Levi’s just launched its “Keep it Loose” campaign for Fall/Winter 2026, tapping two mega style superstars, ROSÉ and NBA MVP Shai Gilgeous-Alexander, to rewrite the prep playbook.
Dubbed “Loose Prep,” the collection takes classic, preppy silhouettes and twists them with slouchy proportions and zero rules. Levi’s gave both stars total creative freedom to style their own fits, resulting in two distinct, effortlessly cool worlds.
ROSÉ brought her refined energy to layered, knotted tops paired with the Loose Taper and Loose Boot denim. Meanwhile, Shai served pure nonchalant cool in the 501 Loose and Baggy Barrel jeans alongside a sleek MA-1 Bomber.
Shot on film by Mel Bles and soundtracked by EPMD’s classic hip-hop track “You Gots to Chill,“ the campaign is all about personal originality over algorithm dressing.
The campaign films have now hit our feeds, so check them out for some chilled-out fit inspiration and head to the Levi’s website to shop the looks.
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