Levi's Taps ROSÉ and the Reigning NBA MVP to Loosen Up Campus Style

One is a global pop idol whose stage moves are precise down to the millisecond. The other is the NBA's reigning Most Valuable Player, whose crossovers on the court are quick enough to throw defenders off balance. Both of their careers are built almost entirely on "control" — yet the campaign Levi's has brought them together for is titled "Keep it Loose."

Levi's today unveiled its 2026 Fall/Winter campaign, starring ROSÉ and Shai Gilgeous-Alexander, under the concept "Loose Prep" — essentially bringing an easygoing, undone energy to classic American campus style. According to the press release, the approach involves widening silhouette proportions, layering pieces with a sense of nonchalance, and loosening up the conventional rules of proportion, all in service of an "unrestrained attitude" that rewrites the buttoned-up image typically associated with prep style.

Campus style has always been a category defined by strict rules — uniform-like proportions, fixed pairings of pieces, and clearly logical layering. What Levi's seems to be exploring here isn't really about the individual pieces themselves, but rather how the idea of being "loose" can be applied to two figures known for precision — one an idol under the camera's gaze, the other an MVP on the court. That, so far, is the only clear direction this campaign has laid out.

The press release does not include specific product names, release dates, pricing, or retail information. Further details will be added once the brand shares the full campaign content.