More Than a Pun: How the “Gene/Jean” Platform Could Tap Gen Z’s Self-Identity

By Gabriela ‘Gaby’ Alcantara-Diaz, founder and President, Semilla Multicultural

Beyond the noise and debate, the conversation that matters is about bold, memorable creative that sells. At its core, marketing is about connecting products to people in ways that resonate deeply and drive business results. The “Gene/Jean” concept holds real potential — not just as a clever pun, but as an invitation for consumers to share their unique genes and jeans, expressing pride in their heritage, identity, and style. Fully realized, this kind of inclusive platform could genuinely celebrate diversity.

This campaign feels like a confluence of two familiar ideas: a nod to the old “there’s nothing between me and my jeans” and a clever twist on genetic identity. It’s a smart attempt at blending identity and fashion, but it doesn’t quite land with long-term impact. There’s potential here — it just only goes halfway.

Yes, choosing a major celebrity to front a brand is American Eagle Outfitter’s (AEO) prerogative. They’ve selected Sydney Sweeney — a non-Hispanic white, blue-eyed actress with strong mainstream appeal. She’s recognizable, bankable, and resonates with a slice of their audience. But if AEO truly wants to expand its Gen Z market share — a generation that has grown from 48% multicultural in 2019 to 50% in 2022 and is now at 54% (Hispanic: 26%, Black: 15%, AAPI: 6%, American Indian/Alaskan Native: 2%, mixed race: 5%) — it needs to push the concept further.

As cultural researcher Nancy Tellet, founder and principal of Pure Clarity, notes:

“Gen Z as a generation, truly embraces each other’s diversity; supports & often celebrates it. I see this in both quant and qual as they relate to brands that get diversity right. The majority of Gen Z, both MCs & non-Hispanic Whites agree that ‘truly authentic & diverse ads make them pay more attention to the brand, trust the brand more, & are more likely to try/buy/use that brand.’”

Findings from HMC’s 2023 “Power of the New American Majority” study show:

• 65% of MCs 13–49 say they pay more attention to these brands; 64% of non-Hispanic whites agree, with only a slight drop-off to 58% among non-Hispanic white Millennials.
• 64% of MCs 13–49 say they trust these brands more than other brands; 54% of non-Hispanic white Gen Z agree, with a significant drop-off to 38% among non-Hispanic white Millennials.
• 64% of MCs 13–49 say they are more likely to try, buy, or use these brands versus other brands; 53% of non-Hispanic white Gen Z agree, with a drop-off to 39% among non-Hispanic white Millennials. NOTE: Even with the non-Hispanic white drop-off for Millennials for trust & try/buy/use, a significant % of non-Hispanic whites are still highly motivated. They’re the “Glee” generation. Gen Z just takes it to a majority level! And note: It’s white Gen Zs that are shifting to MC perspectives, not vice versa.

Nancy agrees, “for American Eagle to keep this campaign momentum alive and reflecting the full spectrum of both gene and jean diversity, just look to Gen Z and its rainbow of racial & ethnic identities as inspiration for a broader and richer campaign.”

According to CivicScience’s Key Hispanic American Fashion Trends for Marketers, Hispanic Americans are twice as likely as other groups to value style when buying clothing. They are also more likely to purchase fast fashion for its style, quality, and assortment, and more than twice as likely to shop at specialty (e.g., Lululemon, GAP) and fast-fashion (e.g., H&M, Shein) stores. These kinds of insights underscore how cultural nuance can shape retail strategies.

Having worked on national and international, multilingual campaigns across diverse markets, I’ve seen how legacy brands succeed when they find inventive ways to celebrate people’s unique makeup — not as a fleeting trend, but as a core design and storytelling strategy. The gene/jean concept could be a fresh, expressive way to connect with a generation that’s increasingly a beautiful blend of cultures, histories, and perspectives.

The blue jean is a universal starting point. The real challenge — and the real opportunity — is remixing that baseline into something unique for every wearer. Now it’s time for AEO and its agency to step up and make that vision real. Because clever ideas and true inclusivity can, and should, live together.

Let’s flaunt our unique genes and rock our favorite AEO jeans.