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Vivian Wilson, the estranged daughter of Tesla CEO Elon Musk, is taking aim at artificial intelligence as the face of Desigual's fall 2026 fashion campaign, "Born to Disobey."
The 22-year-old model and activist appears alongside DESI 84, a robot designed to assist with everyday tasks. Instead of allowing it to perform its intended functions, Wilson puts the machine through a series of unusual challenges, including using it as a golf tee, walking it like a dog and watching it struggle with basic commands.
The campaign ends with Wilson delivering the line, "Some things aren't meant to be fixed."
For Wilson, however, the campaign is more than a playful fashion concept. In an email interview with PEOPLE, she explained that she wanted to address the growing use of AI in fashion because "it takes jobs away from talented creatives while being detrimental for the environment."
She also questioned what happens to human creativity as AI becomes more involved in artistic work.
"Art is emotion through expression," Wilson said, arguing that AI replaces human intention with generated material.
Desigual describes "Born to Disobey" as a campaign centered on rejecting conformity and embracing individuality. Wilson said she was drawn to the Spanish label because of its "vibrant and slightly maximalist approach" and its ambitious creative direction.
The campaign has also drawn attention because of Wilson's relationship with her father, who has invested heavily in artificial intelligence through ventures including Grok. Although the advertisement does not mention Musk, its anti-AI message has inevitably been viewed in the context of their strained relationship.
Musk has publicly criticized Wilson since she came out as transgender, including continuing to refer to her by her former name. In a 2024 interview, he said he had been "tricked" into supporting her transition, claiming he had been told that she could die by suicide without it.
Wilson has previously spoken publicly about LGBTQ+ rights and other social issues. She credits the queer community with helping her become more comfortable expressing her views.
