Levi’s teams with Shai Gilgeous-Alexander for a loose, personal style campaign

Levi’s put Shai Gilgeous-Alexander at the center of its FW26 “Keep It Loose” campaign, pairing 501® Loose jeans and Baggy Barrel Jeans with a look he self-styled. The move is less about celebrity noise than taste: SGA already dresses like someone who understands exactly how denim should sit.

The campaign leans hard into looseness, which is the right call for Levi’s right now. Classic pieces pulled from the brand’s 2026 Symphony of Style collection get the room they need to breathe, and that slack, easy shape fits Gilgeous-Alexander’s tunnel-walk wardrobe better than a stiff, overbuilt fit ever could. He brings the same clean, deliberate energy to clothes that he brings to the floor.

Levi’s also let him talk style in the plain, unsnobby way that makes this partnership work. His campaign advice was simple: “Trust Your Eyes” and “Never let your accessories outshine your outfit.” That sounds more like a player with a real point of view than a hired face reading brand copy, which is exactly why this lands. Heritage denim needs credibility now, not another famous headshot.

This is not Levi’s first time betting on his taste. Gilgeous-Alexander appeared in a 501® Originals campaign in May 2021, and Levi’s has spent 2026 building a broader “originals” story around personal interpretation. Levi Strauss & Co. launched Behind Every Original on February 8, 2026, then followed with Meet the Originals Behind Our Newest Levi’s® Campaign on April 26, 2026, a pair of campaign moves that keep centering identity, not just product.

ROSÉ is part of that same roster shift. Levi’s named her its newest brand ambassador in March 2026, and later campaign coverage tied both ROSÉ and Gilgeous-Alexander to the FW26 “Keep It Loose” push. Put together, the casting says a lot: Levi’s is using people with actual style authority, not just mass recognition, to make core denim feel current again. That is a smarter play than star power alone.