The North Face want you to touch the grass – stylishly

The North Face have launched a new campaign with a familiar internet prescription: touch some grass.

But this time, it comes with better shoes and a wink to the hyper-online.

Titled “Touch Grass,” the campaign leans into digital burnout with a tongue-in-cheek tone, led by Berlin DJ and producer LOVEFOXY.

In a short film, she breaks out of the scroll-induced haze and ventures into the alpine, narrated like a nature documentary but with a Gen Z influencer trope twist: think avoidant attachment issues, berry foraging, and existential dread wrapped in GORE-TEX.

Rather than hard-selling product, the campaign plays with the absurdity of modern life and repositions the outdoors as both sanctuary and stage.

The message, while playful, lands with some truth: maybe it is time to close your tabs and get outside.

co-created by Highsnobiety and Zalando

Photographer: Pablo Mas
Videography: Grant James Tomas
Dop: Kai Blamey Nguyen
Lead Creative: Lara Casselman
Senior Strategist: Steph Morrow
Creative Production Lead: Lilien Krammer
Senior Director of Client Services: Katie McNicol
Senior Account Manager: Julie Barnasconi, Justine Laboube
Talent Manager: Sera Akyazi, Leena Tschuiya
Production Company: Angels Production
Stylist: America Korban
HMU: Léana Ardeleanu, Amidat Giwa

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