Levi’s is betting on loose fits for fall.

Last week, the brand launched “Keep it Loose,” a campaign starring pop star Rosé and Oklahoma City Thunder guard and reigning NBA MVP Shai Gilgeous-Alexander.

The new campaign spotlights Loose Prep, an assortment within the Fall/Winter 2026 collection built around prep classics reimagined through looser silhouettes and unexpected proportions.

Men’s styles include the 501 Loose, a roomier take on the classic button fly and straight leg, and the Baggy Barrel, a roomy silhouette that tapers at the ankle and has waist adjusters for a customizable fit. For women, Loose Prep offers the Loose Taper, a mid-rise loose fit that stacks at the hem, and the Loose Boot, which has carved inseam that creates an updated bootcut leg.

The assortment also includes the women’s Jordan Denim Shirt made with 35 percent Tencel and Loose Crop Trucker jacket and men’s MA-1 Bomber jacket and Long Sleeve Boxy Western shirt.

While the campaign showcases the latest from Levi’s, it also celebrates personal style. Rosé and Gilgeous-Alexander each were given the Loose Prep assortment and asked to style it themselves. For Rosé, Levi’s said that meant “embracing her timelessly simple yet refined style approach and bringing looks to life with unexpected detailing and layering.” For Gilgeous-Alexander, the brand said he it brought effortless “nonchalant cool.”

The global campaign spans hero motion films, stills and Levi’s flagship store activations. Levi’s flagship locations will feature dedicated Gilgeous-Alexander and Rosé edits from the campaign that reflect how they each styled the collection.

Both Rosé and Gilgeous-Alexander have their own 30-second and 15-second films soundtracked by the EPMD track “You Gots to Chill” from the late ’80s. The campaign was shot on film by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman.