Fashion does not thrive on immutable rules, but on their constant reinterpretation. The most iconic pieces stand the test of time precisely because they evolve alongside those who wear them, transforming without losing their identity. It is from this idea of style as a form of personal expression that Keep it Loose was born—Levi’s®’s new global campaign, which for Fall/Winter 2026 highlights one of the season’s key trends: Loose Prep. More than an aesthetic, it’s an attitude. An invitation to rediscover the classic wardrobe through a freer, more spontaneous, and contemporary lens, where the relaxed fit becomes a tool for self-expression and a way to reinterpret the codes of preppy style according to one’s own personality. Because those with true style don’t follow the rules to the letter: they know them, and that’s precisely why they know how to reinvent them.
With Loose Prep, Levi’s® reinterprets one of the most iconic styles of American fashion through looser proportions, unexpected layering, and relaxed silhouettes that breathe new life into timeless classics. The result is a versatile wardrobe that moves effortlessly between heritage and contemporary styles, without compromising the authenticity that has always defined the brand’s DNA. At a time when the risk of homogenization is increasingly real and algorithms tend to standardize tastes and aesthetics, the campaign reaffirms a principle that has guided Levi’s® since its inception: style is, above all, a matter of individuality. There is no single way to interpret a classic, but endless possibilities to make it your own.
Bringing this vision to life are two of the most influential figures in contemporary style: ROSÉ, a global pop star, and Shai Gilgeous-Alexander, one of the most influential names in international basketball. Two seemingly distant worlds, united by the same ability to transform fashion into an authentic and personal language. ROSÉ brings to the forefront an understated, refined, and timeless elegance, enriched by unexpected details and layering. The Loose Taper and Loose Boot styles serve as the starting point for a look that layers, ties, and reinvents garments with an aesthetic that comes naturally to her.
Shai Gilgeous-Alexander, on the other hand, interprets the collection through his naturally cool and effortless style, making even the most carefully crafted pieces seem instinctive. The 501® Loose, the Baggy Barrel, the MA-1 Bomber, and the Authentic PO Hoodie embody a vision of the contemporary wardrobe where comfort, sophistication, and personality coexist with absolute ease.
The campaign’s visuals also reflect this philosophy. Shot on film by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman, “Keep it Loose” is set to the tune of EPMD’s “You Gotta Chill,” a hip-hop classic from the late 1980s and early 1990s. This reference is not only musical but also cultural: it evokes a period when loose-fitting denim became a symbol of freedom of expression, authenticity, and attitude, helping to shape a cultural image that continues to influence contemporary fashion to this day.
More than just showcasing a collection, Keep it Loose embodies a way of living style. It’s an invitation to rediscover the value of classics through new proportions, new combinations, and new interpretations—reminding us that true style always stems from the freedom to express one’s own identity. With this campaign, Levi’s® once again demonstrates its ability to evolve its iconic heritage without betraying its essence: offering garments designed to stand the test of time and be reinterpreted by those who wear them. Because classics aren’t meant to stay the same, but to keep evolving alongside the people who make them unique.
[📷 Courtesy of Levi’s]
