Desigual commercial delivers a message of empowerment with a slogan closely aligned with the defense of trans rights.
If there’s one Spanish fashion brand known for stirring controversy with its ad campaigns, it’s Desigual. The irreverent label founded by Thomas Meyer in 1984 has built its identity through a colorful and provocative style that encourages us to live boldly and without concern for what others may think.
Their latest campaign is no exception. Titled “Not a Doll” and starring Ester Expósito, it coincides with the trans rights movement “Protect the Dolls”.
Desigual – Not a Doll
“Not a Doll” is the title of Desigual commercial starring Ester Expósito, and it follows the brand’s communication style: dress without caring what others will think of you.
Shot in Los Angeles, the campaign features a confident woman who does what she wants and wears what she likes. The actress enjoys a fabulous weekend in LA—dancing salsa, taking selfies with fans, and diving into a hotel pool. Along the way, she showcases the brand’s new collection, including dresses, sandals, bags, and a t-shirt with the slogan “Not a Doll”.
According to the brand, in a statement: “The goal is to capture Ester’s most authentic side, breaking away from external expectations and reclaiming the confidence of dressing for oneself.”
The controversy stems from the use of the word “doll,” which in English-speaking trans communities is used as a term of affection. It has been notably featured in campaigns like “Protect the Dolls”, a movement brought to light by actors such as Pedro Pascal and Troye Sivan.
The overlapping messages have been interpreted by some as an attack on the trans community by Desigual. In response to the wave of comments on social media, the brand stated: “At Desigual, we’ve always believed in celebrating all styles. The ‘Not a Doll’ campaign is about breaking stereotypes, about being your real, bold, and unapologetic self.” It also reaffirmed its support for the trans community.
Watch | YouTube
