Keep It Loose.
It’s officially that time between seasons again, and Levi’s is marking it with its new fall/winter 2026 campaign, fronted by Rosé and NBA MVP Shai Gilgeous-Alexander.
The campaign is built around “Loose Prep,” taking the classic buttoned-up prep aesthetic and loosening it up with relaxed fits and unexpected proportions, a response to a moment where style feels increasingly dictated by algorithms and trends.
Rosé works the Loose Taper and Loose Boot pieces into her own mix-and-match layered look, while Shai rocks the 501 Loose and Baggy Barrel paired with an MA-1 bomber and hoodie, just a small taste of what’s ahead this season. It’s part of a shift we’ve seen building over past seasons, with Levi’s gradually loosening up its approach to silhouettes, reworking its classic basics into fits that feel both relaxed and chic.
The campaign visuals run on EPMD’s “You Gots to Chill,” leaning into late-’80s/early-’90s hip-hop energy, and it’s rolling out with flagship store activations worldwide, with more information to be released soon.
PHOTO CREDIT: Levi´s
