Abandoned in the 2010s for their high-waisted siblings, low-rise jeans are having another moment in the culture, worn by models off-duty and becoming a staple for anyone wanting to indulge in noughties nostalgia. Now, GUESS is leaning into the revival with the launch of The B Jean, a contemporary take on one of the brand's iconic early-2000s denim silhouettes.
Launching October 13, The B Jean brings back the low-slung silhouette with a slim bootcut fit across several vintage-inspired washes, blending the nostalgia of archival GUESS denim with a more contemporary cut. It comes in two styles: a classic low-rise bootcut and a version featuring the brand’s signature triangle panel along the side seam.
The singer and actress Becky G, whose West Coast roots and Chicana identity brings a distinctly personal touch to the revival. The Inglewood-born artist joins GUESS across music, fashion and entertainment, making her a natural fit for a campaign that looks back to the brand’s Y2K heritage while putting the low-rise jean back in a contemporary context.
“GUESS has always had a unique ability to create denim that defines a moment while remaining timeless,” shares Nicolai Marciano, Chief New Business Development Officer at Guess. “The B Jean is a celebration of our denim heritage with one of our most iconic silhouettes.”
Consider it another sign that the low-rise renaissance isn’t going anywhere. With The B Jean, GUESS is revisiting one of its defining Y2K silhouettes for a new generation.
Head to the gallery above to check out the campaign.
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