ROSÉ Stars in Levi's Fall/Winter 2026 "Keep It Loose" Campaign

K-pop superstar ROSÉ, a member of the globally recognized group BLACKPINK, has been unveiled as the face of Levi’s Fall/Winter 2026 campaign, titled “Keep It Loose.” This collaboration highlights a new aesthetic dubbed “Loose Prep,” which merges ROSÉ’s personal style with Levi’s long-standing denim heritage. The campaign features a curated selection of denim and apparel designed to embody a relaxed yet refined silhouette, emphasizing comfort and versatility for everyday wear. The collection prominently includes the Loose Taper Jeans and Loose Boot Jeans, both designed with a looser fit that aligns with the campaign's theme. Complementing the denim offerings is the Loose Crop Trucker Jacket, a versatile outerwear piece that can be styled in various ways. The “Keep It Loose” collection aims to provide consumers with wardrobe staples that encourage individuality and freedom of movement, reflecting ROSÉ’s own approach to fashion. The aesthetic balances classic indigo washes with a palette of muted neutrals, accented by subtle details that add a touch of sophistication. This approach ensures the pieces are both timeless and contemporary, suitable for a wide range of personal styles. The collection's design philosophy centers on creating a wardrobe that is both comfortable and chic, allowing for effortless layering and adaptable styling. The pieces are intended to be foundational elements that can be mixed and matched to create unique looks, embodying the spirit of relaxed sophistication. Levi’s has a history of collaborating with influential figures in fashion and culture, and this partnership with ROSÉ underscores the brand’s commitment to connecting with a diverse global audience. ROSÉ’s influence in music and fashion makes her an ideal ambassador for a campaign that celebrates self-expression and a laid-back approach to style. The “Keep It Loose” collection is set to be available starting September 15, 2026. Consumers will be able to purchase the items through Levi’s official retail stores and its online platform. In addition to standard retail channels, Levi’s is launching a series of pop-up events and activations across Asia to celebrate the collection’s release. These special events will include a dedicated pop-up store in Tokyo, commencing on September 15, 2026, and further activations planned for Hong Kong. These pop-up experiences are designed to offer an immersive brand engagement, allowing fans to experience the collection firsthand and participate in campaign-related activities. The strategic rollout across key Asian markets aims to leverage ROSÉ’s significant fan base in the region and reinforce Levi’s global presence. The campaign imagery and promotional materials, as showcased on platforms like Hypebeast, further illustrate the collection’s aesthetic and ROSÉ’s interpretation of the “Loose Prep” style, providing a comprehensive visual guide to the new offerings.