GUESS Taps Becky G for 'The B Jean' Low-Rise Revival, Launching October 2026
GUESS has announced Becky G as the ambassador for its 'The B Jean' campaign, set to launch on 13 October 2026. These low-rise bootcut jeans will be available at select GUESS locations, online, and through retail partners. They feature both classic and signature triangular panel designs, with color options including Fireside Dark, Fireside Mid, and Re-Life Black. Hailing from Inglewood, California, Becky G draws inspiration from her heritage in her 2023 album ESQUINAS, integrating denim into her West Coast style. She remarked, "Denim has always been a big part of my style." This campaign pays homage to late 1990s and early 2000s denim trends, tapping into today's fashion fascination with that period, shaped by pop culture influences.
Key facts
- GUESS launches 'The B Jean Low Rise' on 13 October 2026.
- The jeans are available at selected GUESS stores worldwide, online, and through selected retail partners.
- Becky G is the face of the campaign.
- The B Jean sits low on the hips and widens into a slim bootcut.
- Two variations are offered: a classic version and one with GUESS's signature triangular panel along the side seam.
- Washes include Fireside Dark, Fireside Mid, and Re-Life Black.
- Becky G was born and raised in Inglewood, California, and released the album ESQUINAS in 2023.
- The campaign revisits the denim aesthetic of the late 1990s and early 2000s.
Entities
Artists
- Becky G
- Britney Spears
- Justin Timberlake
- Christina Aguilera
- Madonna
Institutions
- GUESS
- Destiny's Child
- MTV
- American Music Awards
- TikTok
Locations
- Inglewood
- California
- United States