Desigual’s new Spring/Summer 2025 campaign, “Not a Doll“, starring Spanish actress Ester Expósito, is a statement against the pressures women face to conform. Shot in Los Angeles, the campaign follows Ester’s unfiltered life as a young actress—prepping for auditions, dancing salsa, laughing with fans, and even cannonballing into the Roosevelt Hotel pool in a sequin dress. The message is clear: perfection is overrated, and self-expression should be free from judgment.

Directed by Waylon Bone with photography by Clara Balzary, the campaign strips away glossy pretenses, showing Ester as she is—playful, independent, and unapologetically herself. The collection mirrors this energy, mixing vibrant stripes, shimmering gradients, and macramé details with cheeky slogan tees like “Not a Doll” and “Not Your Topic of Conversation.” These pieces, styled by Karolyn Pho, reflect Desigual’s signature boldness while doubling as wearable activism.

Check out the campaign images below:

The collaboration feels organic. Ester, known for her candid social media posts challenging body-shaming, aligns perfectly with Desigual’s ethos of individuality and defiance. As she puts it: “Dress for others? I dress for myself.”

More than a seasonal drop, “Not a Doll” kicks off a long-term partnership aimed at empowering a generation that values authenticity over approval. For Desigual, it’s proof that fashion can be joyful and rebellious—a canvas for identity, not stereotypes.

The SS25 collection is available at DESIGUAL.COM