Left: Shai Gilgeous-Alexander stands in front of a red background with his hands in his pockets, wearing a grey denim Levi's® jacket over a plaid flannel shirt over a white T-shirt with blue denim Levi's® jeans; right: ROSÉ leans against a blue background wearing a striped-T-shirt, striped long sleeve tied around her neck and dark wash blue denim Levi's® jeans.
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Brands 

Levi’s® Keeps It Loose With ROSÉ and Shai Gilgeous-Alexander


Levi Strauss & Co. August 9, 2026

You saw global pop star ROSÉ and reigning NBA MVP Shai Gilgeous-Alexander bring their energy to the Levi’s® brand’s “Behind Every Original” campaign. They’re back again and anchoring the brand’s latest global campaign: Keep It Loose.

A striped long sleeve sweater and light grey Levi's® denim jacket hang on the back of a rolling office chair in front of a pale blue background.

Launched August 3, Keep It Loose spotlights Loose Prep, a key assortment and trend within the Levi’s® brand’s Fall/Winter 2026 collection that’s built around prep classics reimagined through looser silhouettes, unexpected proportions and a loose attitude toward the rules of how clothes are supposed to be worn. The idea is simple: prep has always had a rigid code. Loose Prep loosens it.

ROSÉ and Shai were each given the Loose Prep assortment and asked to style it themselves. ROSÉ brought her timelessly simple yet refined approach to life with unexpected detailing and layering. Her look spans the Loose Taper, Loose Boot and a range of Loose Prep tops, layered, knotted and remixed in a way that is distinctly ROSÉ. Shai brought the loose, nonchalantly cool presence he brings to everything he does. His look features the 501® Loose and the Baggy Barrel, paired with the MA-1 Bomber and Authentic PO Hoodie.

Left: ROSE stands in front of a blue background wearing a white tank top and tan denim jeans with a striped sweater tied around her waist. She holds a tan denim jacket at her hip in her left hand. Right: Shai Gilgeous-Alexander sits on a red leather sofa in front of a red background wearing a grey denim jacket over a flannel shirt and white T-shirt paired with blue denim Levi's® jeans and work boots.

Each look represents two self-contained worlds, united under one platform designed to let people show their originality and loose codes — not dress codes.

The campaign includes hero motion films, stills and activations at select Levi’s® flagship stores around the world. Both ROSÉ and Shai have their own 15- and 30-second films soundtracked by the classic EPMD track “You Gots to Chill,” a late ‘80s/early ‘90s hip-hop cut that grounds the campaign’s visuals in cultural authenticity and attitude. The campaign was shot by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman.

Levi’s® flagship stores will feature dedicated ROSÉ and Shai edits from the campaign, offering a direct window into how they each styled the collection.

Check out “Keep It Loose” on @levis on Instagram and TikTok, and shop the Loose Prep collection on levi.com, the Levi’s® app and in Levi’s® stores worldwide.