Forget everything you thought you knew about preppy dressing. Levi’s is loosening the rules for Fall/Winter 2026 with its new “Keep It Loose” campaign, enlisting global K-pop star ROSÉ and NBA MVP Shai Gilgeous-Alexander to prove that great style starts with confidence, not conformity.
Built around the idea of “Loose Prep,” the collection reimagines classic collegiate staples through oversized silhouettes, relaxed tailoring, and effortless denim. Instead of polished perfection, the message is simple: wear it your own way.
That philosophy made Shai Gilgeous-Alexander the perfect face for the campaign.
“The campaign felt natural because it matched how I already dress,” he shared. “I’ve never been someone who follows style rules; I just wear what feels right to me. A lot of it carries over into my everyday style. Loose fits, good denim and mixing pieces in different ways. It’s about making it your own.”
Rather than styling the stars according to a predetermined vision, Levi’s handed both ambassadors complete creative freedom, allowing each to interpret the collection through their own personal aesthetic.
ROSÉ brings her signature understated sophistication to the campaign, layering knotted tops with the Loose Taper and Loose Boot jeans. The looks feel relaxed without sacrificing polish, balancing casual denim with her effortless cool-girl style.
Shai, meanwhile, leans fully into his reputation as one of basketball’s best-dressed athletes. He pairs the 501 Loose and Baggy Barrel jeans with a sleek MA-1 bomber jacket, delivering a masterclass in laid-back streetwear that feels authentic rather than overstyled.
Visually, the campaign embraces nostalgia. Shot entirely on film by photographer and filmmaker Mel Bles, the imagery captures the ease and spontaneity of personal style, while EPMD’s hip-hop classic You Gots to Chill provides the soundtrack, reinforcing the campaign’s celebration of individuality over trends.
The Levi’s Fall/Winter 2026 “Keep It Loose” collection is available now on Levi’s website
