Desigual reinterprets its “not a doll” campaign to reaffirm yourself in the inclusion and defense of trans rights

Jane Anderson
Jane Anderson
Desigual reinterprets its “not a doll” campaign to reaffirm yourself in the inclusion and defense of trans rights

Last April Unequal He was wrapped in a controversy for his campaign “Not a doll ”, starring actress Esther Expósito. What was intended to be a message of empowerment and self -expression oriented to women was interpreted as an offensive by the movement of defense of the transsexual persons “Protect the Dolls.” The issue revolved around the meaning of the term “Doll”, which in Spanish means “doll”, but that is used by the LGBTIQ+community, in its Anglo -Saxon version, to appeal affectionately to transsexual women.
Months later, the brand has reinterpreted the campaign.

It does so within the framework of the celebration of International LGBT Pride Day, which takes place every June 28, and with the intention of reaffirm your commitment to inclusion and show your support for the active defense of the Rights of trans people. Thus, he has installed a large canvas on the facade of his store located between Preciados and Plaza Callao street in Madrid.

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The image shows a Reinterpretated version of the shirt from the spring-summer collection 2025 and starring the “Not a Doll” campaign,. On this occasion, the word “not” has been withdrawn, leaving only “Doll.” The photograph stars Manuela Core, personality of the queer Barcelona scene and founder of the house of the dolls, an artistic-musical collective that gives visibility to trans talents.

Photography is accompanied by Message “Trans Rights Are Human Rights” (Trans rights are human rights), with which unequal wants to point out its conviction that “The rights of trans people are universal and unnegociable human rights”, As expresses in a statement.
It should be noted that the message is launched in English since, precisely, the controversy generated a few months ago emerged from the interpretation of the message in Anglo -Saxon contexts.

The brand ensures that the objective is not to promote the product, but to express its social and cultural commitment, “placing trans people in the center and actively contributing to their visibility at a political moment especially critical for the collective

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With this communication, unequal shows that the “Not A Doll” campaign, designed to claim that women are not subject to anyone and defend autonomy about the image itselfalso includes trans women, “who are often subject to constant scrutiny and questioning of their identity”, Explains the brand.

In its statement, unequal has referred to the conversation generated at the time, noting that the launch of the campaign coincided with the emergence of the “Protect the Dolls” movement, which caused some confusion with respect to the central message. “Although both speeches have different origins and purposes, temporary coincidence could lead to unplanned interpretations, especially in a particularly sensitive cultural and political context“They point out.”Unequal recognizes this situation as an opportunity to reflect, learn and strengthen its commitment to an increasingly conscious, active and transformative inclusion