Fashion brand Desigual launched a new advertising campaign starring Vivian Wilson, daughter of Elon Musk. The campaign seeks to convey a message of contemporary rebellion, stating that "the greatest rebellion is no longer fighting the system but refusing to be part of it."
Vivian Wilson appears in the campaign criticizing artificial intelligence and also making references to her estranged father, Elon Musk. The 18-year-old cut ties with the billionaire and adopted her mother's surname, X Æ A-12, as part of her identity.
The choice of Vivian as the face of the campaign reflects Desigual's strategy of associating the brand with values of authenticity and social contestation. The campaign message positions the refusal to participate in established systems as the new form of rebellion.
This is not the first time Vivian Wilson has publicly spoken out against her father. She had previously declared her disconnection from Musk, criticizing his political and ideological views, as well as his involvement in the technology industry.
