GUESS Reinvents Its Iconic Y2K Denim with the Launch of ‘The B Jean’ and Recruits Becky G for the Campaign

After being largely abandoned in the 2010s in favor of their high-waisted siblings, low-rise jeans are experiencing a major cultural renaissance. Once relegated to the back corners of wardrobes, low-slung denim has reclaimed its spot at the forefront of contemporary fashion. Today, it is frequently spotted on off-duty models walking the streets of fashion capitals and has firmly established itself as an essential staple for anyone eager to indulge in a healthy dose of noughties nostalgia. The pendulum of fashion trends has officially swung back, and brands that defined the era are stepping up to claim their stake in the revival.

Capitalizing on this enduring cultural appetite for turn-of-the-millennium aesthetics, global fashion powerhouse GUESS is officially leaning into the movement with the launch of a brand-new, highly anticipated denim offering. Entitled The B Jean, this new release represents a contemporary, modernized take on one of the brand’s most iconic early-2000s denim silhouettes. It bridges the gap between past and present, offering a nostalgic nod to the archives while addressing the modern consumer’s desire for updated fits and versatile styling options.

Officially launching on October 13, The B Jean successfully resurrects the low-slung silhouette that once dominated the fashion landscape, marrying it with a flattering slim bootcut fit. The new offering is slated to drop across several vintage-inspired washes, meticulously designed to blend the rich nostalgia of archival GUESS denim with a more refined, contemporary cut that appeals to today’s discerning style enthusiasts.

To ensure the design meets the diverse preferences of modern shoppers, The B Jean comes in two distinct styles. The first is a classic low-rise bootcut, honoring the purest traditions of Y2K denim design with clean lines and an effortless silhouette. The second style offers a creative twist, featuring the brand’s signature triangle panel thoughtfully integrated along the side seam. This subtle yet unmistakable branding detail serves as a direct homage to the rich heritage of GUESS, adding a layer of visual interest and nostalgic charm to the garment.

To anchor this major global launch, GUESS has partnered with singer and actress Becky G. Born in Inglewood, California, the multi-platinum artist brings her authentic West Coast roots and proud Chicana identity to the campaign, infusing the revival with a distinctly personal and cultural touch. Her involvement bridges the gap between generations, making her a remarkably natural fit for a campaign that simultaneously looks back at the brand’s storied Y2K heritage and places the low-rise jean firmly within a contemporary cultural context. Her presence underscores how modern style icons are interpreting archival fashion through a fresh, individual lens.

The partnership highlights the deep synergy between the artist’s personal aesthetic and the brand’s historical identity in the streetwear and denim markets. By bringing her unique energy to the project, Becky G helps translate the nostalgic appeal of early-2000s fashion into a modern narrative that resonates deeply with contemporary audiences across music, fashion, and entertainment.

Reflecting on the legacy of the brand and the inspiration behind this latest release, Nicolai Marciano, Chief New Business Development Officer at GUESS, shared insights into the brand’s enduring design philosophy. GUESS has always possessed a remarkably unique ability to create denim that completely defines a specific cultural moment while maintaining a timeless quality that transcends generations. Marciano emphasized that The B Jean serves as a genuine celebration of the company’s rich denim heritage, shining a spotlight on one of its most legendary and recognizable silhouettes from the archive.

This strategic rollout serves as yet another clear indicator that the low-rise renaissance is far from a fleeting trend and isn’t going anywhere anytime soon. As consumers continue to look backward for stylistic inspiration, brands with deep historical archives are finding innovative ways to reintroduce their most beloved pieces. With the introduction of The B Jean, GUESS is successfully revisiting one of its most defining Y2K silhouettes, updating it thoughtfully and presenting it to an entirely new generation of fashion enthusiasts who are eager to embrace the style for the first time.