Rosé Looks Relaxed and Chic in Levi's Latest 'Keep it Loose' Campaign

K-pop superstar Rosé of BLACKPINK is making waves in the fashion world as the primary model for Levi's latest "Keep it Loose" campaign. The campaign spotlights the brand's new Loose Prep collection for Fall/Winter 2026, with Rosé embodying a relaxed yet chic aesthetic.

In the global campaign, Rosé showcases the collection's signature loose silhouettes through thoughtful layering and unexpected details. Her styling reflects a modern, effortless, and feminine look, incorporating pieces like the Loose Taper and Loose Boot jeans, paired with various tops from the Loose Prep line. Her personal styling choices add a distinct character to the ensemble.

Joining Rosé in the "Keep it Loose" campaign is NBA MVP Shai Gilgeous-Alexander. Both artists represent the campaign's core message of freedom of expression through personal style, albeit with different interpretations. While Rosé presents a curated, elegant aesthetic, Gilgeous-Alexander opts for a more confident and casual approach, featuring items like the 501® Loose jeans and an MA-1 Bomber jacket.

Levi's introduces "Loose Prep" as a fresh take on classic preppy style, moving away from rigid formality towards looser silhouettes and flexible styling. The campaign champions "loose codes, not dress codes," encouraging younger generations to embrace originality and express their identities freely. The campaign is further amplified through short films and visuals, all set to the classic hip-hop track "You Gots to Chill" by EPMD, reinforcing the message of authenticity and self-expression.