Overview
- Desigual released its Fall 2026 film for
- The campaign’s spot centers on a malfunctioning humanoid called DESI84 that is shown being used as a golf tee, walked on a leash, failing to speak on command, and finally banging its head against a wall.
- Multiple outlets have linked the ad’s anti‑AI imagery to Elon Musk because of his public investments in AI and humanoid robotics, though Desigual and Wilson have not said the robot represents Musk or Tesla.
- Wilson told People she joined the campaign to highlight how AI can displace creative workers and strip emotion from art, and she framed the film with the line: “Some things aren’t meant to be fixed.”
- Wilson legally changed her name in 2022 and publicly separated from her father, a background that has shaped media readings of the campaign and is likely to keep the spot in public conversation about tech power and creative labor.