Becky G Brings Y2K Style Back With Guess
October 22, 2026
Becky G fronts Guess’s Press Play denim campaign, embracing Y2K-inspired fashion while using personal style to celebrate confidence, identity and self-expression.
Becky G is giving Guess denim its Y2K reset
Becky G is fronting Guess’s new B Jean campaign, which revives one of the brand’s most recognizable early-2000s silhouettes with a contemporary fit and styling. The low-rise bootcut jeans appear in vintage-inspired washes and are paired with stripped-back pieces that let the denim carry the look. Becky said denim has always been central to her personal style and that she liked the campaign’s emphasis on individuality and having fun with clothes. The result is less a costume version of Y2K than a familiar Guess shape updated for a new audience.
Becoming a Guess girl carries extra meaning for Becky G
Becky G sees the Guess partnership as more than another fashion job. She has spoken about the significance of joining the brand’s long line of campaign women as both a musician and a Latina, two parts of her identity she does not separate from the opportunity. Raised in Inglewood, she has long used style to express her Chicana and West Coast roots. Fronting a major American denim campaign therefore gives her a place inside an image-making tradition that did not always offer many women with her background the same visibility.
Becky G treats style as a form of legacy
Becky G describes fashion as something larger than whatever she happens to be wearing. She connects self-expression to legacy, including the women in her family who shaped her ambitions and the younger people who may see themselves in her now. That makes personal style, in her view, a way of communicating confidence, heritage and individuality rather than simply following a trend. The Guess campaign fits that philosophy because its central message is not to disappear into the clothes, but to make a familiar silhouette feel like your own