Guess Launches Becky G’s B Jean Low Rise in Two Versions and Vintage Washes

Guess has launched the B Jean Low Rise, a low-slung denim style fronted by singer and actress Becky G. Dazed Digital gives 13 October 2026 as the launch date, and Hypebae says the jeans are available now through the GUESS website.

The launch puts a performer at the front of a denim brand that changed ownership earlier this year. This article covers what the collection includes, what the reports say about Becky G’s role, how Guess has used star partnerships in denim before, how the ownership change is structured, and which details have not been announced.

What the B Jean Low Rise Includes

The collection comes in two versions. The first is a classic low-rise bootcut. The second carries Guess’s triangular panel along the side seam, a detail that Dazed Digital and NSS Magazine both describe.

Dazed Digital calls the B Jean a contemporary take on one of Guess’s iconic early-2000s denim silhouettes. NSS Magazine describes it as an iconic piece of Y2K aesthetics, reinterpreted with a contemporary twist to make it more wearable while retaining its nostalgic look. Hypebae says the style is rooted in Guess’s denim archives.

Dazed Digital and Hypebae both describe a slim bootcut fit. Hypebae adds a low-slung waist, while NSS Magazine describes both versions as low-rise bootcuts. The washes are described as vintage-inspired, and NSS Magazine names three of them: Fireside Dark, Fireside Mid and Re-Life Black.

Hypebae describes the colours as dark and mid-blue denim alongside black.

No price appears in the reports. Hypebae says the jeans are available now through the GUESS website, and the article links to its en-gb store page on guess.eu.

Guess’s Ownership Change
Chain Store Age reports that Authentic Brands Group completed an all-cash take-private of Guess valued at $1.4 billion, with Authentic holding 51% of the new company that owns substantially all Guess intellectual property.

Becky G’s Role in the Launch

Becky G fronts the launch campaign and is described as Guess’s brand ambassador. NSS Magazine says the choice of her came naturally to Guess, which has long been committed to engaging with its community through contemporary music and its stars. Dazed Digital says she works with Guess across music, fashion and entertainment.

Dazed Digital describes her as Inglewood-born with West Coast roots, and says she brings a personal touch to the revival through her Chicana identity. Hypebae quotes her saying that denim has always been a big part of her style. It also reports that she describes the campaign as being about being yourself and having fun with your style.

Nicolai Marciano, identified by Dazed Digital and NSS Magazine as Guess’s Chief New Business Development Officer, presents the B Jean as a celebration of the brand’s denim heritage built around one of its most iconic silhouettes. NSS Magazine also says he credits Becky G with telling that story with authenticity, confidence and an unmistakable presence.

Becky G is presented as the face of the launch rather than as a designer. The reports describe her role through the campaign, not through the construction of the jeans.

Guess’s Pattern of Star-Led Denim Campaigns

Guess has used well-known women as Guess Girls before. Grazia reports that Jennifer Lopez was named the face of the brand’s Spring 2018 campaign and the latest Guess Girl. Earlier Guess Girls included Claudia Schiffer, Anna Nicole Smith and Alessandra Ambrosio. Paul Marciano, a Guess co-founder, chose her.

Grazia reports that the brand described Lopez as the oldest Guess Girl to be featured in a campaign, and that she was 48 at the time. She called the selection a tremendous compliment and said she was thrilled and excited to work with the brand, which Grazia reports she had loved since her teens.

In an official statement, Marciano refers to her “a GUESS Girl dream… accomplished, iconic and sensual”. He said the campaign celebrates the idea that women grow more beautiful and talented with life experience. Grazia says the campaign was denim-focused and suggests that the Guess logo across Lopez’s chest in her music video ‘Amor, Amor, Amor’ was a deliberate tie-in.

In both cases a performer fronts the campaign. None of the reports disclose fees, contract length or sales targets for either partnership.

Becky G is presented as the face of the launch rather than as a designer.

Who Owns Guess Now and How the Deal Is Structured

Chain Store Age, dated 23 January 2026, reports that Authentic Brands Group completed a take-private transaction for Guess in an all-cash deal that values the company at $1.4 billion. The deal was first announced in August.

Under the structure described, Authentic holds 51% of a new company that owns substantially all Guess intellectual property. The remaining 49% goes to existing shareholders, including co-founders Maurice and Paul Marciano, Nicolai Marciano, CEO Carlos Alberini, and certain trusts, foundations and affiliates. Existing shareholders own 100% of the operating company.

Alberini said that with Authentic’s support, Guess will have enhanced flexibility and additional resources. Authentic’s Matt Maddox said that through Authentic’s brand-building platform, Guess will gain access to opportunities.

The report says Guess has gone private for the first time since its 1996 debut on the New York Stock Exchange. It also says the co-founders started the company in 1981.

Switzerland remains the central hub for Guess’s design, creative and distribution work, according to the same report. The report puts Guess at about $6 billion in global retail-equivalent sales, making it Authentic’s second-largest brand after Reebok. Authentic’s portfolio includes more than 50 brands with over $38 billion in annual systemwide retail sales.

What Has Not Been Confirmed

Dazed Digital gives 13 October 2026 as the launch date, Hypebae says the jeans are available now, and NSS Magazine gives no release date. No price, unit count or sales target has been announced in the reports.

Only NSS Magazine names the washes, so the official names have not been confirmed. The reports also do not give Becky G a formal design title, and no end date has been given for her partnership. They present her as the face of the campaign.

Photo: Gustavo Padron · CC BY-SA 3.0