Vivian Wilson for Desigual

Vivian Wilson for Desigual

Vivian Wilson Stars in Desigual's Born to Disobey Campaign

American model Vivian Wilson has been cast in Desigual's latest Born to Disobey campaign, joining the fashion brand for a playful film centred on individuality, nonconformity and challenging expectations.

Wilson, who is known for speaking openly about her identity and personal experiences, features alongside a malfunctioning DESI84 robot in the campaign. The unusual pairing creates a humorous storyline in which the robot repeatedly fails to behave as expected, including struggling to follow instructions and even failing to pronounce the name “Desigual” correctly.

The campaign uses the malfunctioning robot as a playful representation of technology that does not always follow the rules or perform exactly as intended. Its increasingly unpredictable behaviour contrasts with Wilson's calm presence, reinforcing Desigual's long-running focus on individuality and challenging convention.

The film builds towards Wilson delivering the line, “Some things aren't meant to be fixed,” tying the campaign's rebellious message to contemporary conversations around artificial intelligence, technology, conformity and the pressure to correct anything that falls outside expectations.

Through Born to Disobey, Desigual continues to explore its established identity around self-expression and breaking from convention. By placing Wilson alongside an imperfect and unpredictable machine, the campaign creates a humorous way of asking whether everything that behaves differently necessarily needs to be changed.

The collaboration also brings together fashion, technology and contemporary culture, using the relationship between Wilson and the DESI84 robot to present individuality as something that can be embraced rather than corrected.