In Desigual’s “Born to Disobey” campaign, Vivian Wilson symbolically confronts robots resembling Tesla’s models, highlighting her autonomy in contrast to mechanical obedience.
Vivian Wilson, Elon Musk’s daughter, has become the face of the “Born to Disobey” campaign by the brand Desigual, appearing alongside a robot that visually evokes the humanoids developed by Tesla. The 22-year-old uses the robot as a prop for golf practice, walks it on a leash, and confronts its flaws, conveying a powerful message: “It was designed to obey; I wasn’t.”
The video production, directed by the PSG collective—comprising Yukihiro “Sho” Shoda, Pau López, and Gerardo del Hierro—goes beyond fashion promotion to address profound themes such as autonomy, obedience, and technological control. The piece challenges the notion that digital tools must automatically execute commands, positioning the robot as a symbol of technology devoid of free will.
Wilson, who came out as transgender in 2020 and legally changed her name and surname in 2022—thereby distancing herself from her father’s influence—has established a strong public identity within the LGBTQ+ community. In the campaign, her stance of resistance against the machine also mirrors her personal decision to break away from her family legacy and from Musk’s public policies and rhetoric regarding gender identity.
In a recent interview, Vivian stated that her relationship with Elon Musk “is part of my story, but it doesn’t define my future.” She also reflected on the impact of power and greed, noting that “achieving that and wanting more is an endless cycle of greed and gluttony,” alluding to the dynamics she has observed within her own family.
Enviar comentarios
