Desigual launches ‘Born to Disobey’ campaign with Vivian Jenna Wilson

The Spanish fashion brand Desigual has launched its autumn 2026 campaign, titled ‘Born to Disobey’. The campaign features model and activist Vivian Jenna Wilson interacting with a clumsy humanoid robot named DESI84.

Rather than portraying advanced technology, the campaign highlights the contrast between human unpredictability and machine obedience. In the promotional film, Wilson engages in absurd activities with the robot, such as walking it on a leash and using it as a target during a game of golf. The narrative emphasizes that not everything requires automation or correction, concluding that some things are simply not meant to be fixed.

The choice of Wilson adds depth to the campaign, as she has publicly criticized the impact of artificial intelligence on creative professionals. By positioning the robot as functional but limited, Desigual centers human creativity and spontaneity against the constraints of programmed technology.