Levi’s® gives two of culture’s most distinctive dressers the same Loose Prep collection—and gets two completely different answers to what modern preppy style can look like.

Prep likes rules. Levi’s® would like to loosen them. For Fall/Winter 2026, the denim brand’s new Keep It Loose campaign puts global pop star ROSÉ and reigning NBA MVP Shai Gilgeous-Alexander in the same wardrobe experiment.

Both were given pieces from Levi’s® Loose Prep assortment and invited to style them on their own terms. The result is not one prescribed look, but two distinct visual worlds connected by relaxed denim, unexpected proportions and a shared disregard for dressing by formula.

Shai Gilgeous-Alexander wears layered shirts with loose light-wash Levi’s® jeans against a red backdrop.
Shai Gilgeous-Alexander brings his instinct for proportion to Levi’s® Loose Prep.

That distinction matters to a collection built around rewriting familiar codes. Traditional prep is typically associated with crisp shirts, striped tees, collegiate knits and a certain polished correctness.

Loose Prep keeps those references but changes their proportions, grounding structured or familiar tops with roomier jeans and more directional shapes.

At a time when online aesthetics can turn personal style into another algorithm-approved uniform, Levi’s® is making a case for loose codes rather than dress codes. ROSÉ and Shai know the conventions; what makes their styling compelling is how confidently they bend them.

ROSÉ makes prep feel personal

ROSÉ approaches the collection with the refined ease that has become central to her off-duty style.

Across the campaign, she wears the Loose Taper, Loose Boot and a selection of Loose Prep tops, but the interest comes from what she does between the pieces: layering one striped top over another, tying knits around the waist and balancing abbreviated proportions with relaxed denim.

ROSÉ styles a white tank, tonal loose trousers and a striped knit tied at the waist for Levi’s® Loose Prep.
ROSÉ uses tonal separates and waist layering to make the Loose Prep assortment distinctly her own.

The styling feels considered without looking overly assembled. A cropped tank and roomy trousers become more expressive with a striped layer knotted at the hips; a familiar striped tee feels less collegiate and more personal when doubled and draped. The preppy references remain visible, but none is worn too literally.

ROSÉ reclines in layered striped tops and relaxed blue jeans from the Levi’s® Loose Prep collection.
ROSÉ puts her own spin on Levi’s® Loose Prep, pairing layered stripes with relaxed denim and classic loafers.

Her blue-toned set reinforces that softness. Even when the silhouettes are exaggerated, the palette and uncluttered surroundings keep the focus on how the clothes fall, fold and stack. It is an understated interpretation of Loose Prep, but not a passive one.

Shai lets proportion do the talking

Shai Gilgeous-Alexander pairs a green bomber and black hoodie with distressed loose Levi’s® jeans.
Shai pairs relaxed denim with a bomber and hoodie, letting volume define the look.

Shai’s campaign world is darker and more forceful. Against deep red walls and carpet, the basketball star styles the 501® Loose and Baggy Barrel with hoodies, bombers and sturdy footwear. Where ROSÉ plays with knots and layers, Shai works through volume and stance.

It is a natural extension of the way he already dresses: relaxed but exact, with proportions that look instinctive even when they are carefully judged. His denim sits low and falls generously over boots, while compact outerwear and layered tops keep the silhouette from becoming shapeless.

Shai Gilgeous-Alexander shows the relaxed rear silhouette of loose Levi’s® jeans with a green bomber.
The campaign places the emphasis on the fall, volume and attitude of Shai’s loose denim.

That contrast is the campaign’s strongest idea. ROSÉ and Shai are not presented as two people wearing the same trend correctly. They demonstrate that the same collection can hold opposing energies: light and dark, refined and rugged, softly layered and boldly oversized.

Two worlds, one loose attitude

Shot on film by British photographer and director Mel Bles, with cinematography by João de Botelho and set design by Spencer Vrooman, Keep It Loose extends across stills and individual 30- and 15-second films for ROSÉ and Shai.

EPMD’s late-’80s hip-hop track You Gots to Chill supplies the soundtrack, grounding the campaign’s deliberately nonchalant mood.

Shai Gilgeous-Alexander sits in a red chair wearing a green bomber, black hoodie and loose Levi’s® jeans.
Shai’s red campaign set forms a striking counterpoint to ROSÉ’s cool blue world.

The premise may be called Loose Prep, but the larger message is less about one seasonal aesthetic than the freedom to interpret it. Style originals do not need to reject every familiar reference.

Sometimes they simply change the proportions, undo a button, knot a layer differently and make the uniform impossible to copy exactly.

The Levi’s® Loose Prep collection is available online at Levi’s and Levi’s® stores islandwide.

All images courtesy of Levi’s®.