Becky G Is the New Face of Guess Jeans
The pop singer opens up about her first-ever denim campaign for the American fashion brand
Reported by Harper's Bazaar.
There's a reason Guess has been synonymous with a certain kind of effortless, sun-drenched cool since the '80s — and for its latest denim campaign, the brand found exactly the right woman to carry that energy forward. Becky G is the new face of Guess Jeans, starring in the brand's "Press Play" campaign shot by photographer Valentin Herfray in a visual language that is unmistakably Y2K: low-rise B jeans, white tees, matching denim-on-denim, gold stilettos. Stripped back, confident, and a little nostalgic in the best way.
According to Harper's Bazaar, the singer and actor — born Rebbeca Marie Gomez — spoke candidly about what the partnership means beyond the photos. "I don't recall there being too many music-focused Guess girls," she said, noting that landing this role as both a musician and a Latina felt like joining a kind of unofficial hall of fame. It's not a throwaway sentiment. The Guess girl has historically been an image-maker, and Becky G understands the weight of that seat at the table.
More Than a Jean
On the fit itself, she's refreshingly specific: "I have a shorter torso, so a low-rise doesn't always look low-rise on me — but these jeans fit me in such a perfect way." That kind of body-aware honesty is exactly why she resonates. She's not selling an aspiration that exists outside of reality; she's talking about the relationship between a woman and her clothing like someone who actually lives in her body. The campaign video — all strutting, dipping low, and working a pop beat — looks like she had a genuinely good time, which, in fashion, is rarer than it should be.
But Becky G is thinking longer than one campaign cycle. She connects her visibility — as a Latina, as an entertainer who grew up watching women like her mother and grandmother carve space in Hollywood — to something she calls legacy. Style, in her framework, isn't vanity. It's identity. "When I think of my self-expression, I think of legacy. Something so much bigger than just what's on my body, but actually who I am." That's the kind of brand alignment that actually lands: not because it's been workshopped into a press release, but because it sounds like something she'd say anyway.
The best campaign faces don't just wear the clothes — they make you understand why the clothes matter, and Becky G does exactly that.
Read the original at Harper's Bazaar.
