“Not a Doll”: Desigual Invites Women to Dress for Themselves
“Women grow, change, gain and lose weight. We’re not dolls,” said actress Ester Expósito in an interview that has since become iconic. This powerful statement inspired the collaboration between Desigual and Ester, the face of the Spring/Summer 2025 campaign titled “Not a Doll.” With a bold, contemporary spirit, the Barcelona-based brand and its ambassador opened the doors to the “Not a Doll” pop-up in Milan, launched with an exclusive party on Thursday, May 8, and open to the public from May 9 to 11 to discover the campaign and new collection.
During the opening night, guests were welcomed by a Y2K-infused DJ set and an all-pink atmosphere, featuring soft carpeting, translucent drapes, ornate mirrors, and striking visuals from the “Not a Doll” campaign. Shot by Clara Balzary, the images follow Ester Expósito through her daily life in Los Angeles — from breakfast in bed at the Hotel Roosevelt to strolling along the Walk of Fame. Yet nothing is polished or posed; everything is real. And that authenticity lies at the heart of Desigual’s SS25 collection.
Inside the pop-up, visitors found key pieces from the campaign, including the statement tees “Not a Doll” and “Not Your Topic of Conversation,” printed with Ester’s now-iconic quotes in bold, rounded lettering. The collection plays with contrast — from a pink sequin mini dress and striped twin set with shorts and sweater, to a sleek red zip-up dress with a collar, and a white macramé skirt embellished with mirrored details. Whether minimal or maximal, Desigual encourages all forms of self-expression — because being yourself is the most radical thing of all.
Alongside Expósito, the launch event drew a vibrant crowd, including Valentina Ferragni, Elisa Maino, Rachele Santoro, Maddalena Sarti, Sissi Guida, and Valeria Angione.
Photos: Niccolò Campita
Text: Anna Zucca
