Guess has teamed up with Becky G, the singer, songwriter and actress who achieved major success in the Latin music market with hit singles such as “Mayores” and “Sin Pijama” as well as “Mamii” with Karol G.
Guess described the B Jean collection as a “fresh take on a Y2K favorite” and also noted that it brings back the low-rise jean, but with a modern update.
Guess said the B Jean features two styles: a low-rise boot cut and a low-rise boot cut. Each touts the brand’s signature triangle panel along the side seam, which “adds a distinctive touch of denim craftsmanship and playfulness.”
“Rooted in Guess’s rich denim heritage and thoughtfully reimagined for a fashion-forward wardrobe, the B Jean Low Rise delivers a sexy, flattering silhouette with a slim bootcut fit,” the brand said in a statement. “This nostalgic style pays homage to Guess’s role in shaping the unmistakable denim aesthetic of the early 2000s. By reinterpreting the brand’s most iconic silhouettes for today, it celebrates a legacy that continues to inspire contemporary fashion.”
Guess said Becky G will be front and center in the B Jean campaign, bringing it to life. The global star was born and raised in Inglewood, Calif., and is known for a style that celebrates her Chicana heritage and West Coast upbringing. “Her influence across music, fashion, and entertainment—combined with her magnetic energy—embodies all the characteristics of the modern Guess woman,” the brand said, adding that this makes her “a natural fit for the B Jean: a silhouette rooted in nostalgia, but designed for a new generation.”
Becky G said 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. I love that the Guess B Jean campaign is all about being yourself and having fun with your style.”
Nicolai Marciano, chief new business development officer at Guess, said the brand has always had a unique ability “to create denim that defines a moment while remaining timeless.”
“The B Jean is a celebration of our denim heritage with one of our most iconic silhouettes,” Marciano said. “My vision was to reimagine the low-rise fit, preserving its attitude while reshaping the campaign through an evolved lens. Becky G was the natural choice to tell that story with authenticity, confidence, and [an] undeniable presence—introducing the next chapter of the B Jean.”
The B Jean Low Rise is available in four distinct washes: Fireside Dark, Fireside Mid, Re Life Black and Fireside Mid (with signature panel). Price points range from £105 to £120, or $139 to $159.