Vivian Jenna Wilson
Vivian Jenna Wilson leads Desigual’s anti-AI campaign, opposing generative AI and calling LGBTQ+ voters to organise and act Instagram/@desigual

Vivian Jenna Wilson, the estranged daughter of Elon Musk, whom he once claimed had been 'killed by the woke mind virus', has become the face of a new anti-AI fashion campaign for Desigual, unveiled in New York this week.

The Spanish label's autumn 2026 collection, titled 'Born to Disobey', stars Wilson alongside a humanoid robot in a campaign video in which she mocks the machine's mispronunciations and eventually drags it across a carpet, declaring: 'Some things aren't meant to be fixed.'

Desigual said the 'humour-flecked' campaign was designed to show that, despite advances in technology, what is really needed is 'intuition, creativity and humanity'.

Wilson unveiled and discussed the campaign with podcaster Amy Odell in New York on Thursday, in what the brand described as a signal of its growing focus on the American market.

Wilson Takes Aim at AI

Speaking about the collaboration, Wilson told Out: 'It was such a great time participating in this campaign.' She added that while the title was 'charming' and 'somewhat of an oxymoron', meaningful change would not come from marketing campaigns alone, but from 'protests, activists, and societal political movements demanding sweeping changes'.

Wilson has also used the campaign to speak more broadly about her opposition to generative AI in creative industries.

In comments reported by People, she said it 'takes jobs away from talented creatives while being detrimental to the environment'. She reportedly also praised the Desigual design team as 'very ambitious in their creative visions'.

In a separate interview with PinkNews, Wilson urged LGBTQ+ people to organise, build community and vote ahead of November's US midterm elections, describing the stakes for transgender people as a group being used as a political scapegoat.

Rift With Musk in the Background

The campaign lands against the backdrop of Wilson's long-running estrangement from her father. She came out as transgender in 2020 and legally changed her name two years later, in 2022.

In July 2024, Musk told podcaster Jordan Peterson that his 'son' had been 'killed by the woke mind virus', using Wilson's birth name and male pronouns, after claiming he had been misled into signing paperwork related to her gender-related care.

Musk, who has cast himself as a champion of free speech, has not publicly commented on the Desigual campaign. If he does respond, it will likely be on X, the platform he owns.

Wilson, 22, is the eldest child of Musk and his first wife, the author Justine Musk. She featured on the cover of Teen Vogue in March 2025 and signed with talent agency CAA later that year, having returned to Los Angeles after leaving Temple University's Japan campus.

Desigual Backs Human Creativity

Desigual, founded in Barcelona in 1984, said Wilson's 'free and irreverent personality' made her the right face for a campaign built around resisting conformity and algorithm-driven culture.

The brand's return to New York follows its recent shows at New York Fashion Week and marks what it called a renewed push into the US market.

The Born to Disobey campaign has already circulated widely on social media, with Wilson's remarks on AI and the midterms drawing particular attention from LGBTQ+ outlets. Neither Desigual nor Wilson's representatives have indicated whether further instalments of the campaign are planned.

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