GUESS Goes Ultra Low With Becky G
Revisiting one of its early 2000s silhouettes.
The low-rise jean is continuing its winning streak, and GUESS is leaning all the way in. The American label introduced the B Jean, a new denim style fronted by singer, songwriter and actress Becky G that revisits one of the early 2000s’ most recognizable silhouettes.
Rooted in GUESS’ denim archives, the B Jean gets a contemporary refresh with a slim bootcut fit and a low-slung waist. The style arrives in two variations: a classic bootcut and a version featuring the brand’s signature triangular side panel, adding a playful twist to the nostalgic design. Vintage-inspired washes, including dark and mid-blue denim alongside black, round out the lineup.
For the accompanying campaign, Becky G brings her own West Coast sensibility to the collection. Born and raised in California, the artist has long used fashion to celebrate her Chicana heritage, making her a fitting face for a campaign centered on individuality and self-expression.
“Denim has always been a big part of my style,” Becky G shared, adding that the campaign is about “being yourself and having fun with your style.” With Y2K fashion continuing to influence contemporary wardrobes, GUESS is looking to its own history for inspiration, proving that some denim staples never really go out of style.
The B Jean Low Rise is available now at via the GUESS website.
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