13 October 2026 |
THE SINGER FRONTS A RETURN TO THE BRAND’S LOW-RISE, BOOTCUT ROOTS.
The bootcut is back, and Becky G is wearing it well. Fashion’s fascination with the early 2000s shows no sign of fading, and Guess has plenty of its own material to revisit. With the B Jean, the label returns to the low-rise denim that helped define its look during the era, bringing a familiar silhouette to a brand-new campaign.
Becky G takes the lead, dancing through the campaign with the confidence of a performer who knows exactly where the spotlight is. Her movement gives the jeans a sense of ease, while the slim fit and flared hem keep the outline unmistakably early aughts. The pairing is a natural one: few garments say pop-star wardrobe quite like low-rise jeans, and here a performer gets to put them back in motion.
Born and raised in Inglewood, California, the singer, songwriter and actress brings her Chicana heritage and West Coast upbringing to everything she wears, and that gives the campaign more to say than nostalgia alone. Guess may be digging through its archives, but Becky G makes the clothes her own.
“Denim has always been a big part of my style, and there’s something about putting on a great pair of jeans that just makes you feel good,” she says via press release. “I love that the Guess B Jean campaign is all about being yourself and having fun with your style.”
The collection keeps its focus on two variations of the same shape. Both sit low on the waist with a slim bootcut fit. The standout? A style that adds a signature triangle panel along the side seam, turning a motif closely associated with the brand into part of the jeans’ construction. The classic version keeps things simple: a low waist and a slim leg that flares at the hem. Vintage-inspired washes bring the archival feel home. The classic style comes in Fireside Dark, Fireside Mid and Re-Life Black, while the paneled version is offered in Fireside Mid.
For Nicolai Marciano, Guess’ Chief New Business Development Officer, it all started with the original low-rise fit. “My vision was to reimagine the low-rise fit preserving its attitude while reshaping the campaign through an evolved lens,” he says. The result stays true to the denim that inspired it, with Becky G supplying the energy. A bootcut doesn’t need overcomplicating, and how you wear it is half the story.
The B Jean are available now at selected Guess stores worldwide, online, and select partners.
