From Seraphinne Vallora’s Vogue feature to Gucci’s controversial image spread, AI is changing the image of fashion. According to Forbes, “H&M announced in March 2025 that it intends to create 30 digital versions of existing models”. Transgender model Vivian Jenna Wilson, Elon Musk’s estranged daughter, is questioning AI’s role in fashion. Wilson is the face of Desigual’s latest campaign. Here’s the scoop:
In Desigual’s Fall 2026 campaign, “Born to Disobey,” Vivian Wilson stars with a robot named DESI 84. Wilson moves with confidence and agency, but DESI 84 malfunctions and literally breaks down. Desigual’s campaign critiques the overuse of AI. The Spanish fashion label Desigual, which translates to “different”, is also celebrating the incomparable expression of individuality.
“Since emotion is inherently human, AI takes away any underlying intention and replaces it with plagiarized colors and shapes,” Wilson said.
Per a press release, this campaign aims to send one message: “the greatest rebellion is no longer about fighting against the system but about refusing to be part of it. When everything invites you to obey, the answer is attitude, irony and the freedom to be yourself.” Wilson expresses this freedom while wearing a “Born to Disobey” shirt. By testing Desi 84’s limits, Wilson exposes the limits of AI showing why human creativity is invaluable in the fashion industry.
The prices for pieces in Desigual’s “Born to Disobey” collection range from $39.95 to $439. Desigual states that it prohibits animal testing, but some pieces contain animal-derived materials including leather.
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