Levi’s unveils Loose Prep, a new collection fronted by ROSÉ and Shai Gilgeous-Alexander, celebrating comfort, authenticity and rule-breaking denim.
Levi’s once again proves its ability to redefine fashion trends with the launch of its new Keep it Loose campaign for the Autumn/Winter 2026 season. The iconic American brand brings together two of today’s most influential style figures, K-pop superstar ROSÉ and NBA MVP Shai Gilgeous-Alexander, to introduce Loose Prep, a collection that transforms classic collegiate dressing into a more relaxed, contemporary look designed for a new generation.
With this latest collection, Levi’s moves beyond the traditional rules of preppy fashion. While remaining faithful to the timeless wardrobe staples that have defined the aesthetic for decades, the brand introduces oversized silhouettes, relaxed tailoring and an effortless attitude that encourages individuality rather than conformity.
That philosophy sits at the heart of the campaign. At a time when fashion is increasingly shaped by viral trends and social media algorithms, Levi’s champions authenticity, inviting people to create their own personal style through comfort, creativity and confidence instead of following fixed fashion rules.
To reinforce this message, the brand gave both ROSÉ and Shai Gilgeous-Alexander complete creative freedom to style the collection according to their own fashion instincts. The result is two entirely different interpretations of the same wardrobe, each reflecting the distinctive personality and aesthetic of its wearer.
For ROSÉ, the campaign highlights the refined minimalism that has established her as one of the music industry’s leading fashion icons. The BLACKPINK member combines layered T-shirts and tops tied with subtle knots to create elegant yet effortless looks that perfectly balance sophistication and ease. Her outfits are completed with the new Loose Taper and Loose Boot jeans, two of the standout additions to Levi’s latest denim collection.
Meanwhile, Shai Gilgeous-Alexander brings his signature laid-back style to the project, reflecting the fashion identity he has built both on and off the basketball court. The Canadian athlete wears the 501 Loose and Baggy Barrel jeans, both featuring generous proportions that reinforce the campaign’s relaxed aesthetic. He pairs them with a timeless MA-1 Bomber jacket, creating a contemporary urban look that blends classic Americana with modern streetwear.
Together, the two ambassadors demonstrate how the same collection can adapt to completely different personal styles when individuality takes precedence over convention.
The campaign also stands out for its carefully crafted visual direction. The imagery and accompanying films were shot entirely on analogue film by photographer Mel Bles, giving the project a warm, timeless quality that contrasts with the heavily edited digital aesthetic often seen in modern advertising.
The soundtrack further reinforces the campaign’s effortless spirit. Levi’s selected the legendary hip-hop track “You Gots to Chill” by EPMD, a classic that perfectly complements the relaxed confidence and originality at the heart of the collection.
Beyond introducing new wardrobe essentials, Keep it Loose reflects the broader evolution of denim fashion over recent years. Slim-fitting silhouettes continue to make way for looser, more comfortable cuts, while traditional preppy dressing is reimagined through oversized proportions and a far more flexible approach to styling.
With Loose Prep, Levi’s reaffirms its position as one of the world’s leading denim brands by embracing a generation that values self-expression over uniformity. The collection proves that timeless classics can continue to evolve without losing their identity, offering versatile pieces designed to be interpreted differently by every wearer. Through the unique perspectives of ROSÉ and Shai Gilgeous-Alexander, Levi’s delivers a campaign that celebrates freedom, authenticity and the enduring power of personal style.
