Desigual launches an advertising campaign with Vivian Wilson, daughter of Elon Musk, to illustrate the spirit of rebellion

He was designed to obey. Not me. The Desigual brand has, it seems, found the right person to carry out its communication stunt and illustrate the spirit of rebellion. The clothing brand has just launched an advertising spot with Vivian Wilson as its muse, who is none other than the daughter of billionaire Elon Musk.

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Born Xavier Alexander Musk, Vivian decided to change her name after her father decided to disown her due to her trans identity. Elon Musk has in fact publicly maintained that his child was “not a girl”. She therefore initiated legal proceedings in 2022 and obtained in court to take her mother's name, abandoning the surname Musk and ceasing all communication with her wealthy father. No more communication, or almost... because this spot seems to be a message directly addressed to its progenitor.

In one of the clips from this campaign called "Born to disobey" - "born to disobey" - we see Vivian manhandling a robot that looks exactly like Tesla Optimus, this humanoid robot marketed by Elon Musk. For example, we see it triggering the automatic watering while the robot is mowing, causing it to derail and fall to the ground.

We then hear Vivian pronounce with relish this slogan: “He was designed to obey. Not me”. The robot is also kept on a leash, hit with a golf club, caught between Vivian's legs and dragged to the ground, while the billionaire's daughter repeats the name of the brand "Desigual" over and over again.

Family breakdown

In an interview with conservative psychologist Jordan Peterson broadcast in 2024, the owner of Tesla, SpaceX and

Statements to which her daughter quickly responded. "He was in no way trapped. He knew all the side effects," she assured NBC, assuring in passing that she had never been close to her father whom she describes as having been "absent", cold", "insensitive and narcissistic".