GUESS Revives Iconic Y2K Low-Rise Silhouette with The B Jean Campaign Starring Becky G

After spending much of the past decade sidelined by the overwhelming popularity of high-waisted silhouettes, low-rise jeans are officially staging a major cultural comeback. Once relegated to the fashion history books of the 2010s, the daring, hip-hugging cut is experiencing a full-scale renaissance, championed by off-duty models, street-style influencers, and anyone eager to indulge in a healthy dose of noughties nostalgia. The pendulum of fashion has swung back toward the early 2000s, and heritage denim brands are scrambling to meet the surging consumer demand for authentic Y2K aesthetic signifiers.

Now, GUESS is leaning heavily into this ongoing revival with the official launch of The B Jean, a contemporary reimagining of one of the brand’s most celebrated and recognizable early-2000s denim silhouettes. Hitting the market on October 13, The B Jean breathes new life into the low-slung silhouette, pairing a daringly low waistline with a slim bootcut fit. Offered across a carefully curated selection of vintage-inspired washes, the new line successfully bridges the gap between the nostalgic appeal of archival GUESS denim and a more refined, contemporary cut suited for today’s fashion landscape.

The release arrives in two distinct styles designed to capture different facets of the archive. The first is a classic low-rise bootcut, delivering the quintessential Y2K silhouette that defined an entire era of pop culture and red-carpet style. The second style incorporates a distinctive twist, featuring the brand’s signature triangle panel along the side seam. This subtle yet striking nod to GUESS’s rich branding history adds an extra layer of archival authenticity to the garment, making it a standout piece for denim enthusiasts looking to make a statement.

To anchor the launch and give the revival a deeply personal cultural resonance, GUESS has tapped singer and actress Becky G as the face of the campaign. Born in Inglewood, California, the multi-platinum artist brings her distinct West Coast roots and proud Chicana identity to the forefront of the collaboration. Her authentic connection to Southern California culture and her dynamic presence across music, fashion, and entertainment make her a natural fit for a campaign that looks backward to the brand’s storied Y2K heritage while simultaneously positioning the low-rise jean firmly within a modern, contemporary context.

The partnership highlights how contemporary fashion brands are utilizing cultural figures who can authentically translate archival aesthetics for a younger demographic that views the early 2000s through a lens of vintage discovery rather than personal memory. Becky G’s involvement elevates the release beyond a standard product drop, framing it as a cultural intersection between music, West Coast lifestyle, and enduring denim design.

Reflecting on the philosophy behind the new launch, Nicolai Marciano, Chief New Business Development Officer at GUESS, emphasized the brand’s long-standing relationship with iconic denim trends. GUESS has always possessed a unique ability to create denim that manages to define a specific cultural moment while retaining a sense of timeless appeal. According to Marciano, The B Jean serves as a direct celebration of that enduring denim heritage, bringing back one of the brand’s most recognizable and sought-after silhouettes for a modern audience that is ready to embrace the low-rise aesthetic once again.

The introduction of The B Jean serves as yet another clear indicator that the low-rise renaissance is far from a passing trend and shows no signs of slowing down anytime soon. As consumers continue to look toward past decades for stylistic inspiration, brands with deep historical archives are uniquely positioned to capitalize on the desire for authenticity. With this latest release, GUESS is successfully revisiting one of its defining Y2K silhouettes, ensuring that the aesthetic codes of the early 2000s are reintroduced, refined, and embraced by an entirely new generation of fashion enthusiasts.