Elon Musk’s estranged daughter, Vivian Wilson, has become the face of a Spanish fashion label’s autumn campaign named “Born to Disobey,” which takes a bold anti-AI narrative.
The campaign featured 22-year-old transgender model and activist along with a malfunctioning humanoid robot called DESI 84, which had a striking resemblance to Tesla’s Optimus robot.
In the video, Wilson uses the robot as a golf tee, walks it on a leash, and attempts to teach it to say words, but it fails to perform tasks it wasn’t trained for.
The spot ends with the robot banging its head against a wall as Wilson says: “Some things aren’t meant to be fixed.”
The campaign aims to “send a clear message: the greatest rebellion is no longer about fighting against the system but about refusing to be part of it.”
While talking to PEOPLE about this campaign, Wilson said that she felt compelled to speak out because AI “takes jobs away from talented creatives while being detrimental to the environment.”
While the campaign never mentioned any direct targeting of Elon Musk, its imagery and messaging have sparked speculation of a personal dig at her father, who has heavily invested in AI through ventures like Grok and Tesla’s Optimus.
The robot was performed by a human actor and rendered digitally in post-production.
2026-09-10 18:10:00
