Rosé Brings Her Off-Duty Style To Levi’s Latest Loose Prep Campaign

By Jessica Ye (Jessica Yap)

You could cover up the Levi’s logo and most people would probably still know whose jeans these are.

That’s the thing about Levi’s. Trends come and go, silhouettes get renamed every other season, but the brand somehow ends up back in the conversation every time denim has a moment again.

Rosé feels like an obvious fit.

She’s never looked like someone who’s wearing jeans because they’re trending. Oversized denim has been part of her wardrobe for years, whether she’s photographed at the airport, heading to rehearsals or simply out for the day. It never feels overstyled, which is exactly what makes Levi’s latest campaign work.

Called Keep it Loose, the Autumn/Winter 2026 campaign revolves around relaxed denim and an easier take on prep dressing. Instead of crisp shirts tucked into slim trousers, the mood is softer. Shirts are left loose. Knitwear is layered without much fuss. The jeans do most of the work.

Rosé wears the Loose Taper and Loose Boot styles throughout the campaign, mixing them with classic prep pieces in a way that feels like something she’d actually pull from her own wardrobe. That’s probably the biggest compliment you can give any celebrity campaign. Nothing about it feels forced.

Joining her is reigning NBA MVP Shai Gilgeous-Alexander, whose reputation as one of basketball’s best-dressed players has become almost as well known as his game. His take is naturally different, pairing the 501 Loose and Baggy Barrel jeans with an MA-1 bomber jacket and hoodie instead of leaning into traditional tailoring.

What’s interesting isn’t that prep is back.

Fashion has been revisiting prep every few years for decades.

What’s changed is the attitude.

The polished version has given way to something much more relaxed. Blazers have become bigger. Jeans have become wider. Looking perfectly put together no longer seems to be the goal.

Levi’s doesn’t pretend it invented that shift.

It simply reminds people that denim has always had a place in it.

Photographed by British photographer and director Mel Bles on analogue film, the campaign also includes a series of short films starring Rosé and Shai, accompanied by EPMD’s You Gots to Chill. It has been rolling out globally across Levi’s stores, online platforms and social media since 3 August.

Maybe that’s why Levi’s rarely feels out of fashion.

The trends keep changing.

The jeans don’t.