What began as Desigual’s statement against the objectification of women has evolved into a bold gesture for trans rights during Pride, with a powerful message reclaiming the streets of Madrid.
With its Spring/Summer 2025 campaign Not A Doll, Desigual initially set out to question the objectification of women and reclaim autonomy over one’s own image. Led by Ester Expósito, the campaign was conceived as a critique of beauty stereotypes—but the word “doll”, deeply loaded in different cultural contexts, sparked mixed interpretations. Listening to that feedback and standing by its commitment to inclusion, Desigual has decided to go one step further during Pride Month.
The brand has unveiled a striking billboard on the facade of its flagship store between Calle Preciados and Plaza Callao in Madrid. In it, the word “NOT” has been removed from the original t-shirt design, leaving only “A DOLL”, now reclaimed and proudly worn by Manuela Core, founder of La Casa De Las Muñecas, a queer collective that showcases trans and underground talent across Spain and beyond. Below her image reads the unequivocal statement: TRANS RIGHTS ARE HUMAN RIGHTS.
This action is not about promoting a product. It is a cultural and political stance that puts trans people at the center, amplifying their visibility and rights at a time when they remain under threat. By rewriting its own slogan, Desigual signals its willingness to reflect, learn and act.
The brand acknowledges that the timing of the Not A Doll launch, coinciding with the rise of the Protect the Dolls movement, may have caused confusion. Rather than backtrack, Desigual embraces the complexity, reinforcing that its feminist message includes trans women, who continue to face disproportionate scrutiny.
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