Volvo Car Canada is emphasizing visual style in its latest campaign, following up on an Interior Design Show activation earlier this year with a new fashion play.

This past weekend, the automaker teamed up with Montreal fashion retailer Ssense. The creative, in support of the fully electric Volvo EX30, was shot by photographer Norman Wong, who’s worked with Nike, OVO and Lululemon.

The brand says the work highlights exclusive campaign imagery to showcase the vehicle’s versatility, marrying the worlds of high fashion and best-in-class automotive. The creative leans into this notion, imagining an Ssense fashion carpool and a multiplicity of looks inspired by the EX30.

Shoppers were invited to visit Ssense Montreal, the brand’s flagship store from June 14 to 16, where they were able to shop the full looks featured in the campaign, see the EX30 firsthand and sign up for a test-drive at a retailer near them.

“Showing up in the places and spaces where consumers least expect to find an automotive brand, like Volvo, allows us to expand our brand perception to design-focused audiences further challenging the traditional perception of the brand,” says Aleiza Alerta, director of marketing and communications at Volvo Car Canada.

Alerta told strategy in January that “with the launch of our EX30, we are expanding our demographic focus to appeal to a more youthful market segment.” She adds that by merging the worlds of high fashion and best-in-class automotive, the brand can appeal to a wider audience, which includes a younger audience.

Volvo and Ssense are a good conceptual fit too, Alerta says, as they are both future-minded brands, but also share a digital-first mindset, with “both brands offering a premium online shopping experience.”

The brand says it is deeply rooted in Scandinavian design principles and innovation, with its EV interiors and exteriors reflecting this, with an eye to sustainability.

Earlier this year, at Toronto’s Interior Design Show, the automaker’s Volvo Recharge Lounge served as a medium for its sustainability messaging, and also to appeal to the design community.

Alerta tells strategy “sustainability comes to life in our product right down to the unique materials chosen throughout the interiors. With the EX30, materials come from natural, recycled and renewable sources, so they not only look and feel good, but do good.”

In addition to its owned Volvo and Ssense social channels, the automaker has partnered with content creators to broaden the reach and promote the collaboration.

Narrative, Volvo’s longtime comms and social media AOR, provided support.

Ssense is no stranger to category-spanning collaborations, which include a tent with North Face, a sleeping bag with German designer Jil Sander and a candelabra with Toronto-based metal worker, Sean Brown.