Levi’s launches global “Keep it Loose” campaign with Rosé and NBA MVP Shay Giljas‑Alexander

Levi Strauss & Co. unveiled its 2026 fall‑winter “Keep it Loose” global campaign, spotlighting pop star Rosé and NBA Most Valuable Player Shay Giljas‑Alexander. The campaign promotes the “Loose Prep” collection, which blends pre‑ppy styling with relaxed silhouettes, encouraging individuality over rigid dress codes. Campaign films feature the two stars styling pieces from the line, set to EPMD’s “You Gots to Chill,” and were photographed by British director‑photographer Mel Bress.

In Japan, Levi’s opened a women‑focused pop‑up shop at Osaka’s LUCUA from 6 August to 6 October, showcasing the collection and offering exclusive custom items. The rollout includes hero films, coordinated photo shoots, and in‑store displays across Levi’s flagship locations worldwide.