Becky G stars in new Guess B Jean campaign

American fashion brand Guess has launched its “Press Play” campaign featuring singer and actress Becky G, centered around the introduction of the B Jean Low Rise. The collection aims to revive the Y2K aesthetic by reimagining the iconic low-rise silhouette with a modern, slim bootcut fit.

The B Jean is available in two styles: a standard low-rise bootcut and a version featuring a signature triangle panel along the side seam. The collection utilizes various vintage-inspired washes to blend archival denim heritage with contemporary fashion trends.

Becky G, who was raised in Inglewood, California, serves as the face of the campaign. In interviews, she noted that the project celebrates being oneself and having fun with style, while also reflecting on her Chicana heritage and the importance of Latina representation in the industry.