Shai Gilgeous-Alexander Stars in Levi's FW26 Campaign

Levi's has launched its Fall/Winter 2026 "Keep it Loose" campaign, featuring reigning NBA MVP Shai Gilgeous-Alexander as its central figure. The campaign champions a "Loose Prep" aesthetic, which subverts traditional dress codes by emphasizing relaxed silhouettes, personalized proportions, and an easygoing interpretation of classic wardrobe items. Gilgeous-Alexander was granted complete creative autonomy to style himself for the campaign, opting to build his looks around wide-leg denim styles such as the 501® Loose and Baggy Barrel jeans. These were complemented by relaxed outerwear pieces, including the MA-1 Bomber jacket and the Authentic PO Hoodie. The campaign, captured on film by director Mel Bles, aims to encapsulate Gilgeous-Alexander's unforced and authentic approach to personal style. In an exclusive interview with Hypebeast, the Oklahoma City Thunder guard shared insights into his creative methodology, both in his fashion choices and on the basketball court. Discussing his well-known NBA tunnel walk ensembles, Gilgeous-Alexander described his style as purely instinctual. He stated, "It's less about never repeating and more about never putting together the exact same outfit... With clothes, there aren't really any rules. I get to experiment, trust my instincts, and have fun with it." This philosophy underscores his commitment to originality and personal expression through fashion. The interview also touched upon his formative years growing up in Toronto and Hamilton, Canada. Gilgeous-Alexander reflected on how his upbringing, steeped in diverse cultural influences, has continuously informed his global fashion perspective. This exposure has enabled him to cultivate a distinct style that is not dictated by ephemeral trends, but rather by a deeper, more personal connection to clothing and aesthetics. His approach to styling the Levi's collection highlights a deliberate choice to integrate foundational denim pieces with comfortable, relaxed outerwear, embodying the "Keep it Loose" ethos. The campaign's visual direction by Mel Bles further reinforces this narrative by capturing candid moments that reflect Gilgeous-Alexander's natural charisma and effortless style. The selection of specific Levi's products, such as the 501® Loose and Baggy Barrel jeans, points to the brand's focus on contemporary fits that align with current fashion sensibilities while remaining true to its heritage. The MA-1 Bomber jacket and Authentic PO Hoodie represent classic outerwear staples reinterpreted with a relaxed sensibility, fitting seamlessly into the campaign's overarching theme of comfortable self-expression. Gilgeous-Alexander's involvement signifies a strategic alignment between Levi's and a prominent cultural figure who embodies both athletic excellence and a progressive fashion sense, appealing to a broad audience interested in authentic style and individuality.