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MEET THE B JEAN, GUESS’ NEW LOW-RISE ICON
MEET THE B JEAN, GUESS’ NEW LOW-RISE ICON
Becky G makes a striking appearance in GUESS’ latest campaign, The B Jean, a low-rise style inspired by the brand’s early-2000s denim.
Y2K denim is having a revival. For its latest denim launch, GUESS looks back to one of its defining eras, revisiting the low-rise shape that helped establish the brand’s unmistakable denim aesthetic in the early 2000s.
Cut with a slim bootcut fit, the B Jean combines a nostalgic feel with a contemporary approach to everyday dressing. The collection comes in two designs: a classic low-rise bootcut and a version featuring a distinctive triangle panel along the side seam, adding a playful detail to the streamlined shape. The styles come in three vintage-inspired washes: Fireside Dark, Fireside Mid and Re-Life Black.
The campaign features Becky G, the multi-platinum singer, songwriter and actress whose style reflects her Mexican-American heritage and West Coast upbringing. Born and raised in Inglewood, California, she brings her distinctive perspective to the campaign, embodying a new generation of the GUESS woman—one that draws on vintage aesthetics while making them her own.
The collaboration feels particularly fitting for a style so closely tied to pop culture. After years of moving in and out of the fashion spotlight, low-rise denim has once again become a defining element of contemporary wardrobes. With the B Jean, GUESS taps into that renewed interest while putting its own signature on the look.
The B Jean Low Rise is now available at selected GUESS stores worldwide, on GUESS.com and through selected wholesale partners. The signature-panel version is available in the Fireside Mid wash.
