The campaign uses a humanoid robot and the tagline “Born to Disobey” as the Spanish brand advances its renewed focus on the U.S. market
Desigual has enlisted model and influencer Vivian Jenna Wilson for its Fall 2026 campaign, using artificial intelligence and robotics as the backdrop for a new creative statement centered on the tagline “Born to Disobey.”
The campaign film places Wilson alongside a humanoid robot, which she mocks for repeatedly mispronouncing Desigual and uses as a golf tee, gardener, leashed pet and bedmate. The film concludes with Wilson dragging the machine across a carpet by its ankles and declaring, “Some things aren’t meant to be fixed.”
Wilson said the robot was played by a human performer rather than powered by advanced technology. “Oh my goodness no, and I’m so glad,” she said. “The technology isn’t quite there yet. It was a guy in a blue suit. We ended up gossiping about pop culture between takes.”
In accompanying comments, Wilson addressed her concerns about the increasing role of artificial intelligence in daily life and creative work. “Stop using AI for everything — you’re going to give yourself a lobotomy,” she said. “Outsourcing all of your critical thinking to AI is the easiest way to lose your individuality and perspective.”
She was similarly critical of AI-generated art, arguing that “Art is human, it is emotion through expression… Not to mention the ecological consequences of data centers and the excessive water consumption which is only worsening the climate crisis.” Wilson also pointed to concerns about job displacement, saying that younger workers are increasingly being overlooked as companies replace roles with AI.
Desigual said the campaign explores the continued value of “intuition, creativity and humanity” amid the rapid development of new technologies. The brand described Wilson as representing a generation that does not seek to fit in, but instead expresses itself through its own identity.
The Fall 2026 collection includes a “Born to Disobey” T-shirt, low-slung jeans, a cow-print coat and Desigual’s signature combinations of prints across dresses, tops and skirts. Campaign imagery also places Wilson in surreal scenes alongside the robot, including beside a swimming pool and on the edge of a bed.
Wilson was scheduled to unveil and discuss the campaign with podcaster Amy Odell in New York City, marking the Spanish fashion company’s continued effort to build its presence in the U.S. market. The campaign positions Desigual’s Fall 2026 season within a broader cultural conversation around technology, automation and the role of human creativity.
