Vivian Wilson stars in Desigual campaign featuring humanoid robot

Vivian Wilson, the estranged daughter of Elon Musk, is the face of the new autumn campaign for Spanish fashion brand Desigual, titled ‘Born to Disobey’. The campaign features Wilson alongside a humanoid robot named DESI 84, which bears a striking resemblance to Tesla’s Optimus robot.

The audiovisual production uses the robot to explore themes of autonomy and the limitations of artificial intelligence. In the footage, Wilson is seen treating the machine as a golf tee and walking it on a leash. The campaign highlights the robot's inability to perform tasks outside its programming, concluding with the message: ‘Some things aren’t meant to be fixed.’

Wilson, an activist and model, has expressed concerns regarding AI, stating that it threatens creative professions and the environment. While the campaign does not explicitly name her father, the imagery has drawn significant attention due to the strained relationship between Wilson and Musk, who has invested heavily in AI technologies through Tesla and xAI.