The Levi’s® brand says keep it loose with new campaign featuring Rosé, Shai Gilgeous-Alexander
Levi's has launched a new 'Loose Prep' campaign featuring pop star Rosé and NBA MVP Shai Gilgeous-Alexander. The campaign promotes a relaxed approach to fashion, encouraging consumers to ignore traditional dress codes in favor of personal style.
Why it matters
The campaign highlights shifting trends in the fashion industry toward comfort and individual expression, leveraging high-profile celebrity endorsements.
MANILA, Philippines - The Levi's(r) brand says Keep it Loose , with a new campaign that puts two of culture's most compelling style originals front and center: global pop star Ros and reigning NBA MVP Shai Gilgeous-Alexander.
The new campaign highlights Loose Prep - a key assortment and trend within the Fall/Winter 2026 collection - 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 behind Keep it Loose is simple: prep has always had a rigid code. Loose Prep loosens it. In an era of algorithm dressing and style flattening, the Levi's(r) brand stands for originality and loose codes, not dress codes. Style originals don't ignore the rules because they don't know them. They ignore them because they do.
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