Levi’s Presents “Keep It Loose” with ROSÉ and Shai Gilgeous-Alexander
by Adriano Batista
Levi’s has launched Keep It Loose, a new campaign starring global pop star ROSÉ and current NBA MVP Shai Gilgeous-Alexander. The campaign focuses on Loose Prep, one of the key offerings from the Fall/Winter 2026 collection, which reinterprets classic preppy codes through looser silhouettes and a more relaxed approach to dressing.
At a time when algorithms can make style feel increasingly uniform, the campaign champions the freedom to create your own look beyond established rules. For the shoot, ROSÉ and Shai received the Loose Prep collection and styled themselves. The result is two different interpretations united by the same attitude. ROSÉ builds on her simple style with unexpected details and layers, while Shai brings his relaxed approach to dressing. Shai’s looks include the 501 Loose and Baggy Barrel jeans paired with the MA-1 Bomber and Authentic PO Hoodie. ROSÉ wears the Loose Taper and Loose Boot jeans, mixing and knotting different tops to create personal looks.
The campaign was shot on film by Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman. Levi’s flagship stores will feature dedicated spaces for ROSÉ and Shai, showcasing their respective interpretations of the collection.
Check out the campaign images below:
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