Vivian Wilson stars in Desigual campaign against AI

Vivian Wilson, the 22-year-old model and estranged daughter of Elon Musk, is the face of Desigual’s Fall/Winter 2026 campaign titled ‘Born to Disobey’. The campaign focuses on themes of individuality, human imperfection, and a rejection of technological conformity.

The promotional material features Wilson interacting with a malfunctioning humanoid robot named DESI 84. In the campaign video, Wilson is depicted treating the robot in various unconventional ways, such as using it as a golf tee or walking it on a leash, highlighting the machine's inability to perform tasks for which it was not trained.

Wilson has used the platform to voice opposition to artificial intelligence in the fashion industry, stating that AI removes jobs from talented creators and is harmful to the environment. The campaign has drawn significant attention due to the perceived contrast between Wilson’s stance on automation and the technological ventures led by her father.