October 13, 2026 |
There hasn’t been a wardrobe staple as enduring as a good pair of jeans. Whether you prefer bootcut or baggy, acid-wash or raw denim that never sees the inside of a washing machine, there’s a pair for everyone. For singer, songwriter and actress Becky G, she prefers hers tight, flared and sitting pretty on the hips. It’s this preference that’s made her the perfect match for her next gig – campaign star and muse for GUESS’ latest drop, the B Jean.
Available in four washes, the new release echoes a distinctly noughties style. Sexy and flattering, its silhouette holds close to the body before flaring down from the knee, building on a shape the brand helped popularise amongst 2000s tastemakers such as Paris Hilton and Britney Spears. “GUESS has always had a unique ability to create denim that defines a moment while remaining timeless,” says the brand’s chief new business development officer, Nicolai Marciano. “The B Jean is a celebration of our denim heritage with one of our most iconic silhouettes. My vision was to reimagine the low-rise fit preserving its attitude while reshaping the campaign through an evolved lens,” he says.
Becky G was a natural choice for GUESS, starring in a multimedia campaign lensed by Valentin Herfray. Having grown up in Inglewood, southwest Los Angeles, G shares the brand’s Californian roots and affinity for the state’s laid-back, individualistic approach to style. Founded in LA in 1981, GUESS has long drawn on this spirit to inform its designs. Speaking of the partnership, Marciano says the star “was the natural choice to tell that story with authenticity, confidence and undeniable presence.” G shares the same sentiment, saying that denim has always been a core part of her wardrobe. “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.” Out now and available at selected stores and online, the B Jean has the makings of a future classic without forgetting the style of the past. Denim devotees, say hello to your new favourite pair.
Photography courtesy of Guess.
