Musk’s estranged daughter takes aim at father and AI in new fashion campaign
Vivian Wilson, the estranged daughter of Elon Musk, is starring in a new fashion campaign for Desigual that features anti-AI themes. The campaign uses a robot to symbolize themes of obedience and control, which observers have linked to her strained relationship with her father.
Why it matters
The campaign highlights the intersection of celebrity culture, family dynamics, and the growing public debate over the societal impact of artificial intelligence.
Elon Musk’s estranged daughter Vivian Wilson has taken aim at artificial intelligence in a new fashion campaign. The 22-year-old is the face of Spanish fashion brand Desigual’s Fall 2026 campaign, “Born to Disobey”, in which she takes control of a malfunctioning humanoid robot and mocks its inability to understand human behaviour.The campaign is drawing particular attention because Wilson’s father is Elon Musk, the billionaire behind Tesla, SpaceX and xAI and one of the most prominent promoters of AI. Vivian does not name Musk in the campaign, but its anti-AI message and references to obedience have prompted attention because of Wilson’s publicly strained relationship with her father.In the campaign film, Wilson is shown with a robot called DESI84. She uses it as a golf tee, walks it on a leash and tries to teach it to say “Desigual”. The robot repeatedly malfunctions, while Wilson remains in control of the situation.
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