The purpose of the collaboration was to increase awareness of both the brand and the individual products that Montana wants to showcase. This campaign is largely a branding effort.

Cathrine has a deep interest in interior design and possesses a unique ability to blend new products with vintage/recycled items. Additionally, she has a playful approach to color combinations.

The match between Montana and Cathrine is strong, as they complement each other in both interior design style and color use.

This year’s ambassador role is shaped differently, with the inclusion of photographer Ditlev Rosling. All content is created in collaboration with him, resulting in a unique atmosphere and cohesive style throughout the content. This also provides Montana with the opportunity to use all material on their own profile.