Guess has named Becky G the face of its new B Jean campaign, revisiting the brand's early 2000s denim aesthetic through a collection centered on low-rise bootcut jeans. Announced on October 13, 2026, the campaign pairs the singer, songwriter and actress with one of Guess's signature denim silhouettes, updated with contemporary styling and distinctive construction details.
In an interview with Vogue, Nicolai Marciano, Guess's chief new business development officer, discussed Becky G's appointment and the campaign's creative direction. The launch also reflects the brand's interest in incorporating music and film into its marketing, moving beyond the black-and-white imagery associated with its traditional campaigns.
