Forget everything you thought you knew about preppy style. Levi’s® is throwing the rulebook out the window this season, and honestly, it couldn’t have picked better style rebels to lead the charge.
Global music icon ROSÉ and reigning NBA MVP Shai Gilgeous-Alexander are the faces of Levi’s® Keep it Loose, the brand’s latest global campaign that proves great style isn’t about fitting in, it’s about making the rules fit you.
At the heart of the campaign is Loose Prep, Levi’s® fresh take on classic collegiate dressing. Think timeless prep essentials, but with oversized silhouettes, relaxed tailoring and enough attitude to remind everyone that fashion is supposed to be fun or not restrictive.
In a world where social media feeds often make everyone look like they’re wearing the exact same outfit, Levi’s® is backing individuality over imitation. The message is clear: don’t dress for the algorithm. Dress for yourself.
That philosophy comes alive through ROSÉ and Shai, who were each handed pieces from the Loose Prep collection and given complete creative freedom to style them their own way. No stylist playbook. No matching looks. Just personal expression.
ROSÉ stays true to her signature effortless elegance, mixing relaxed denim with layered tops, subtle textures and understated details that make every outfit feel polished without ever trying too hard. It’s minimal, sophisticated and unmistakably her.
Shai, meanwhile, delivers the fashion confidence that’s made him one of basketball’s biggest style icons. His relaxed fits, oversized layers and easy confidence blur the line between streetwear and luxury, proving once again that less effort often creates the biggest impact.
His wardrobe features standout pieces including the 501® Loose, Baggy Barrel jeans, the MA-1 Bomber, and the Authentic PO Hoodie. ROSÉ’s edit showcases the Loose Taper, Loose Boot denim and a selection of Loose Prep tops that are layered, knotted and styled with her signature understated cool.
The campaign itself carries the same laid-back energy. Shot entirely on film by acclaimed British photographer and director Mel Bles, with cinematography by João de Botelho, every frame feels raw, authentic and refreshingly unfiltered. The soundtrack, the legendary EPMD classic “You Gots to Chill,” injects old-school hip-hop energy that perfectly complements the campaign’s relaxed confidence.
Levi’s® flagship stores around the world will also feature dedicated ROSÉ and Shai installations, giving fans a closer look at exactly how each star interpreted the collection in their own distinctive way.
More than a seasonal fashion campaign, Keep it Loose is a reminder that the best-dressed people aren’t the ones following trends—they’re the ones creating their own lane. And with ROSÉ and Shai Gilgeous-Alexander leading the movement, Levi’s® isn’t just celebrating loose silhouettes; it’s celebrating the freedom to wear confidence your own way.
The Levi’s® Keep it Loose campaign is available now across the brand’s global digital platforms, the Levi’s® App and Levi’s® stores worldwide.
