Elon Musk’s transgender daughter Vivian speaks out against AI in new fashion campaign
Vivian Wilson (photo: Getty Images)
Elon Musk’s transgender daughter Vivian Wilson has become the face of a new campaign by Spanish brand Desigual.
RBC-Ukraine reports that in the advertising series titled “Born to Disobey,” 22-year-old model and activist Wilson spoke out against the excessive influence of artificial intelligence on the creative industries.
What the commercial is about
The campaign is dedicated to Desigual’s 2026 fall collection. It was created by the directing trio PSG — Yukihiro Shoda, Pau López, and Gerardo del Hierro, formerly known as TURBO. At the center of the commercial, Wilson finds herself alongside the DESI 84 robot.
In the video, Vivian puts the machine’s capabilities to the test in various ways: she uses it as a stand for a game of golf, walks it on a leash, and tries to make the robot pronounce the name Desigual correctly. However, it constantly malfunctions, fails to follow commands properly, and ultimately turns out to be practically useless.
At the end of the commercial, Wilson says the phrase: “Some things aren’t meant to be fixed.” This became one of the campaign’s key messages.
Interestingly, DESI 84 visually resembles Tesla Optimus, the robot being developed by Tesla, a company headed by Elon Musk. At the same time, Desigual did not use an actual Tesla robot.
According to reports, its role was performed by a live actor during filming, while the digital image was created during post-production.
The company’s main idea
According to Desigual’s concept, the campaign is about not only artificial intelligence but also the importance of human individuality. The brand aims to show that in the age of technology, intuition, creativity, emotions and the ability to defy imposed rules are becoming especially important.
Vivian Wilson herself also openly explained her position on the use of AI in the fashion industry.
In a comment to People, she said that it is important for her to speak about this issue because artificial intelligence is taking jobs away from talented people working in creative professions.
Wilson emphasized that art is connected to human emotions, while artificial intelligence is unable to reproduce this personal emotional intent.
Vivian Wilson (photo: instagram.com/desigual)
Wilson’s personal story
The campaign attracted particular attention because of Wilson’s personal story. She is the daughter of Elon Musk and his first wife, writer Justine Wilson. In 2022, after reaching adulthood, Vivian officially changed her name to Vivian Jenna Wilson, taking her mother’s surname.
In court documents, she stated that she no longer wanted to be associated with her biological father. Since then, tensions have remained between Vivian and Elon Musk.
Vivian Wilson (photo: instagram.com/desigual)
That is why choosing Vivian for a campaign about challenging technological conformity inevitably sparked speculation that the advertisement has another, more personal layer of intent.
However, Desigual has not stated that the campaign is directly aimed at Elon Musk, while Wilson herself has primarily spoken about the impact of artificial intelligence on fashion and creative professions.
