The name Becky G was once synonymous with singing in the shower; now, the award-winning singer is taking center stage as the face of GUESS’s B Jean, bringing her signature style and unapologetic individuality to the brand’s denim legacy.

A pioneer in the denim game, GUESS is revisiting a Y2K favorite with a contemporary refresh. With low-rise denim being oh so back, the B Jean revives the bootcut fit that once defined an era, drawing on the brand’s long-standing influence on early-2000s style.

“GUESS has always had a unique ability to create denim that defines a moment while remaining timeless. 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,” says Nicolai Marciano, GUESS’s Chief New Business Development Officer.

For Becky G, who was born and raised in Inglewood, California, style has always been about more than simply getting dressed. It’s a form of self-expression, a way to celebrate her Chicana heritage and West Coast roots.

“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,” says Becky G.

Available in two silhouettes, the B Jean offers a low-rise bootcut fit in both a classic design and a version featuring GUESS’s signature panel along the side seam. Adding to the appeal? A range of vintage-inspired washes, with shades of blue to suit every mood and personal aesthetic.

Whether styled with a baby tee and sneakers for a nod to the early 2000s or dressed up for a night on the town, the B Jean makes a case for denim that never goes out of style. As Andy Warhol once said, “I want to die with my blue jeans on.” And with Becky G leading the way, the B Jean might just be the pair worth keeping until the very end.