Levi’s unveiled its Fall/Winter 2026 campaign, “Keep It Loose,” starring global pop icon Rosé and reigning NBA MVP Shai Gilgeous-Alexander. Each was handed the season’s “Loose Prep” assortment, built on relaxed silhouettes and unexpected proportions, and asked to style it entirely their own way.
The campaign was shot on film by British photographer and director Mel Bles, spanning hero motion films, stills, and flagship store activations worldwide.
Both stars have their own 30- and 15-second films soundtracked by EPMD’s classic “You Gots to Chill,” with cinematography by João de Botelho and set design by Spencer Vrooman.
For Rosé, this is the latest chapter in a fast-growing Levi’s relationship. The BLACKPINK member was named a Levi’s global brand ambassador in March 2026 as part of a multiyear deal that grew out of the brand’s “Behind Every Original” Super Bowl campaign, its first Super Bowl ad in 20 years.
Custom Levi’s stage looks she wore during BLACKPINK’s Tokyo shows have also been displayed at the brand’s Harajuku store.
Gilgeous-Alexander brings similar star power from the sports world. He’s fronting the Fall/Winter rollout with a self-styled take on the 501 Loose and Baggy Barrel jeans, adding to an endorsement roster that includes Canada Goose, American Express, and AT&T.
Rosé, meanwhile, keeps a packed 2026 calendar. She recently unveiled Puma’s Speedcat Etoile sneaker, her third Speedcat-focused drop for the brand this year, and remains a global ambassador for Saint Laurent and Tiffany & Co., alongside ongoing campaign work for YSL Beauty.
Levi’s has long leaned on musicians and cultural figures, from Justin Timberlake and Beyoncé to Nas, making Rosé and past campaign co-stars like Doechii and Questlove a natural fit for a brand chasing younger, global audiences.
“Keep It Loose” launches globally today across Levi’s social channels, levi.com, the Levi’s app, and in stores worldwide.
Takeaways
Rosé’s Levi’s run is quickly becoming a case study in how K-pop stars build standalone brand empires while staying connected to their group’s pull. Pairing her with an NBA MVP also shows Levi’s is betting on cross-industry star power, not just fashion faces, to sell its Fall/Winter 2026 line.
Does pairing a pop star with an NBA MVP broaden Levi’s audience more than a single-face campaign would? Will “Loose Prep” catch on the way past denim trends have, or fade by next season? What does Levi’s continued bet on K-pop stars signal about where its growth is coming from?
