For Spring/Summer 2025, Desigual dismantles the myth of the “ideal woman” with Not a Doll, a bold, electric campaign starring Spanish actor and cultural icon Ester Expósito.

Shot on location in Los Angeles by Clara Balzary—whose photography vibrates with off-kilter honesty—and directed by Waylon Bone, the visuals reject retouching and rehearsed femininity. Instead, we see Expósito dancing barefoot in fringe, diving into the Roosevelt Hotel pool mid-photo shoot, and laughing without pose or filter.

This isn’t about the flawless face of a brand. It’s about female joy that doesn’t need permission.

Key Themes & Messaging

“Not a Doll” – A Rebuttal to Cultural Infantilization

The campaign’s title isn’t metaphor—it’s a direct confrontation.

It pushes back against the airbrushed, silenced woman so often sold in pop culture:

• Expósito slamming a script down and walking off-set
• Unapologetic motion in every frame—fringe, curls, water, laughter
• A refusal to shrink or contort to fit someone else’s fantasy

“I’m not here to be your fantasy. I’m here to be myself.” — Ester Expósito

The Collection: Freedom Woven into Every Thread

Styled by Karolyn Pho, the SS25 collection is an ode to wearable rebellion. Expect:

• Hyper-vivid stripes and digital gradients—Desigual’s signature chaos made chic
• Macramé knits and crochet detailing—handcrafted textures built to breathe
• Slogan tops with unapologetic lines like “Not a Doll” and “Not Your Topic of Conversation”
• Sequin party dresses that dare you to cannonball, not just pose

This is clothing designed to liberate, not decorate.

Behind the Scenes: The Real Revolution

Waylon Bone’s Vision: No Airbrush, No Apologies

“We weren’t chasing the perfect frame. We were chasing the moment you forget the camera is there.”

The campaign is shot in natural light, in real time. No retakes. No filters. Just raw charisma and a deliberate rejection of the artificial gaze.

Why Ester Expósito Is the Right Face for This Era

Best known for her breakout role in Elite, Expósito has spent the last five years subverting expectations.

She’s become a Gen Z heroine by:

• Choosing dark, disruptive roles
• Publicly dismantling sexist industry narratives
• Showing up with unfiltered body confidence—curves, curls, and all

She doesn’t just model the campaign. She embodies it.

Desigual’s Feminist Rebrand

From playful bohemian prints to pointed gender politics, Desigual has reoriented its creative compass:

• From carefree to conscious
• From commercial to cultural
• From pretty to provocative

This campaign follows a broader fashion trend—think Diesel’s NSFW ads, Chopova Lowena’s punk folklore, and Paloma Elsesser’s body-centric campaigns—but Desigual’s spin is sun-drenched, rhythmic, and deeply Latin in its emotional register.

Cultural Impact & Reactions

Fan Reactions: Raw, Loud, and Joyful

Social media lit up within hours of the launch:

“This is the realest I’ve ever seen a fashion campaign. Ester is pure magic.” — @StyleRebel

“That pool jump in full glam? That’s my summer energy. Let’s go.” — @FierceAndFree

“Finally, a brand that doesn’t ask women to shrink or smile.” — @CultureBends

Industry Reception: A Breath of Fresh Rebellion

In an era where TikTok beauty filters warp reality and brands chase aesthetics over substance, Not a Doll lands like a revolution. Critics have already likened it to:

• Savage x Fenty’s inclusivity-first ethos
• Miu Miu’s raw castings and undone styling
• Marine Serre’s body-forward silhouettes

But make no mistake—Desigual is not imitating. It’s leading with a uniquely Mediterranean spirit, backed by political intent.

Where to Watch, Shop, and Engage

• Campaign Film: Streaming now on Desigual’s official YouTube and Instagram
• Collection Drop: April 30, 2025 (available online and at all global flagship locations)
• BTS Access: Exclusive editorial and interview with Ester Expósito in Vogue España

Glamour Without Permission

This isn’t a campaign built for likes—it’s built for liberation.

Not a Doll is a glitter-drenched refusal to be packaged, posed, or silenced. In its wake, it leaves behind a powerful reminder:

Femininity doesn’t have to be delicate. It can be defiant. Loud. Messy. Free.

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