The North Face, Zalando and Highsnobiety have teamed up once again on another culturally relevant fashion campaign that puts internet trends front and center. Taking the perceived insult, ‘Go touch grass,’ the outdoor brand is flipping the comment on its head and telling people to, quite literally, go outside.
Starring the popular DJ Lovefoxy, the spot shows her doomscrolling in bed, surrounded by the darkness, with only the glow of her phone, before it dawns on her that she should probably get some fresh air.
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The spot is clever in the way it has turned the ever-present digital fatigue many people feel into an opportunity to showcase its products, which are suited for the outdoors, as the antidote to being chronically online.
It’s not the first time The North Face and Highsnobiety have collaborated to turn an internet phenomenon into a fun campaign. In 2022, they recruited trainspotter Francis Bourgeois for a Gucci spot.