Guess revives low-rise bootcut with B Jean, fronted by Becky G

US fashion brand Guess has launched the B Jean, a low-rise bootcut style that revisits one of its best-known denim silhouettes from the early 2000s. Singer, songwriter and actress Becky G fronts the campaign as the new face of the line.

The jeans combine a slim fit with a slightly flared bootcut leg. According to the brand, the design pays tribute to the role Guess played in shaping the denim look of the early 2000s, reworked for a contemporary wardrobe.

The B Jean comes in two versions: a classic low-rise bootcut and a variant with the brand's signature triangle running along the side seam. Both are offered in vintage-inspired washes.

In total, the line is available in four options: the low-rise style in the Fireside Dark, Fireside Mid and Re-Life Black washes, and the triangle version in Fireside Mid. The jeans are now sold in selected Guess stores worldwide, through the brand's own online store and via exclusive wholesale partners.

Becky G as new face

Becky G, who was born and raised in Inglewood, California, has long used fashion to celebrate her Chicana roots and West Coast background. The multi-platinum artist has received five Latin Grammy nominations and counts more than 28 billion streams worldwide.

Guess says her influence across music, fashion and entertainment reflects the modern Guess woman, which makes her a fit for a silhouette rooted in nostalgia but aimed at a new generation.

"Denim has always played an important part in my style, and there is something special about putting on the perfect pair of jeans: it instantly makes you feel good," said Becky G. "I love that the Guess B Jean campaign celebrates being yourself and having fun with your style."

Nicolai Marciano, chief new business development officer at Guess, said the aim was to reinvent the low-rise fit while preserving its character. "Guess has always had a unique ability to create denim pieces that define an era while remaining timeless. The B Jean celebrates our denim heritage through one of our most iconic silhouettes," Marciano said.

"Becky G was a natural choice to tell this story with authenticity, confidence and an undeniable presence, while opening a new chapter for the B Jean," he added.