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GUESS brings back low rise denim with the B Jean Low Rise campaign starring singer and actress Becky G
Key Takeaways
GUESS has launched the B Jean Low Rise, a slim bootcut jean that revisits the brand's early 2000s denim, with Becky G as the face of the campaign.
The jean comes as a classic low rise bootcut and as a version with a signature triangle panel running along the side seam.
Washes include Fireside Dark, Fireside Mid and Re-Life Black, and prices run from £105 to £120.
The B Jean is available now in selected GUESS stores worldwide, on GUESS.com and through exclusive wholesale partners.
Low rise jeans have been threatening a comeback for several seasons, and GUESS has decided to stop hinting and simply bring back its own. The B Jean Low Rise is a slim bootcut cut close to the hip, and GUESS has handed the campaign to Becky G, the singer, songwriter and actress who grew up in Inglewood, California.
The launch leans openly on the brand's archive. GUESS describes the B Jean as one of its most iconic silhouettes and frames this release as a new chapter for the style, which means the campaign is as much about the label's place in noughties denim as it is about the jeans themselves.
GUESS launches the B Jean Low Rise with Becky G in two bootcut styles priced from £105 to £120
The B Jean sits low on the waist and holds close to the body before opening into a bootcut from the knee. Shoppers can choose between two styles. The first is a straightforward low rise bootcut, while the second adds a signature triangle panel along the side seam, a detail GUESS says adds a distinctive touch of denim craftsmanship and playfulness. Both have been cut in vintage inspired washes, with the plain bootcut offered in Fireside Dark, Fireside Mid and Re-Life Black and the panelled version available in Fireside Mid.
Prices run from £105 to £120, and the jeans are on sale now in selected GUESS stores around the world, online at GUESS.com and through a group of exclusive wholesale partners. The multimedia campaign was shot by photographer Valentin Herfray, with Becky G cast as the muse for the new fit.
Becky G has described her own relationship with denim in very simple terms. "Denim has always been a big part of my style, and 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" she said.
The project is led by Nicolai Marciano, GUESS's Chief New Business Development Officer, who has been clear that the aim was to update the cut while keeping its original spirit. "The B Jean is a celebration of our denim heritage with one of our most iconic silhouettes," he said. "My vision was to reimagine the low-rise fit preserving its attitude while reshaping the campaign through an evolved lens." He described the singer as a natural fit for the role, saying "Becky G was the natural choice to tell that story with authenticity, confidence and undeniable presence and introduce the next chapter of the B Jean."
GUESS was founded in Los Angeles in 1981 and helped popularise the low rise bootcut in the 2000s
GUESS was founded in Los Angeles in 1981, and by the 2000s its denim had become part of the uniform of the decade's most photographed women. The brand helped popularise the low slung bootcut among tastemakers including Paris Hilton and Britney Spears, which is the exact silhouette the B Jean now revives. Putting that archive back on sale gives GUESS a product with a story already attached, and shoppers who remember the original era can now buy a reworked version of the same shape.
Becky G brings her own Los Angeles connection to the campaign. Born in Inglewood in 1997, she broke through in 2014 with the platinum single "Shower", before moving into acting as Trini, the Yellow Ranger, in the 2017 Power Rangers film.
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