Levi's names Ludmilla as brand ambassador in Brazil

Levi's has appointed Brazilian singer Ludmilla as its new brand ambassador in Brazil. She will star in the global ‘Keep It Loose’ campaign, which features the ‘Loose Prep’ concept—a style blending traditional preparatory aesthetics with sporty and casual elements.

The partnership is part of a strategic effort to expand the brand's female category in the Brazilian market. To localize the global campaign, the creative direction incorporates elements of 1980s hip-hop and Brazilian funk culture, utilizing DJ equipment and sound system aesthetics to create a connection with local audiences.

Ludmilla joins a global roster of campaign participants that includes BLACKPINK member Rosé and NBA MVP Shai Gilgeous-Alexander. The brand aims to use this collaboration to strengthen its cultural relevance across music, fashion, and sports.