Desigual's Bold Campaign Critiques AI and Robotics

In a provocative move for its fall 2026 campaign, Spanish fashion label Desigual has enlisted model and influencer Vivian Jenna Wilson to deliver a stark message against the rise of artificial intelligence. With the slogan "Born to Disobey," Wilson's campaign features her testing the limits of a humanoid robot in a series of humorous yet cautionary scenarios.

In the campaign video, Wilson playfully ridicules the robot's errors and even uses it in absurd ways—treating it as a golf tee and a household pet. Ultimately, she drags it across the floor, declaring, "Some things aren’t meant to be fixed." Reflecting on the experience, she expressed concern over the dangers of technology, particularly AI, stating, "Stop using AI for everything—you’re going to give yourself a lobotomy."

Wilson argues that reliance on technology erodes individuality and creativity. She warns against the ecological impacts of AI and the potential for job loss among her generation. Desigual’s campaign aims to highlight the importance of human intuition and creativity in an increasingly automated world, with Wilson representing a new wave of self-expression.

Source: wwd.com