Levi's has tapped brand ambassadors Rosé and Shai Gilgeous-Alexander for its autumn/winter 2026 campaign, Keep it Loose.

Gilgeous-Alexander commented 'The campaign felt natural because it matched how I already dress. I've never been someone who follows style rules; I just wear what feels right to me. A lot of it carries over into my everyday style. Loose fits, good denim and mixing pieces in different ways. It's about making it your own'.