Zara Larsson introduces Main Rose, a lingerie and loungewear label celebrating femininity with comfort, colour and attitude.
At the height of her creative drive, Zara Larsson is adding a new title to her CV: designer. The Swedish artist, known for global hits such as ‘Symphony’ and ‘Lush Life’, has just announced the launch of Main Rose, an intimates and loungewear brand set to debut on 15 October with a first collection of 30 pieces.
“Outside the stage, I’m actually quite a lazy person. I like to feel comfortable and that’s the most important thing for me, but I also love good colours and playful materials,” Larsson admits, explaining the starting point of her new venture.
The debut collection includes mesh wired bralettes, knickers with metallic detailing, long-sleeved tops, relaxed trousers and camis in vibrant pinks, caramel, burgundy, white and black. Every piece reflects a sensual yet accessible aesthetic, designed to make you both feel — and look — good.
Larsson fronts the campaign, shot by photographer Brianna Capozzi, even bleaching her eyebrows to highlight the brand’s visual identity. But beyond her face, she insists Main Rose is built to transcend her image as an artist: “My music speaks about me, but I want Main Rose to have its own life, to grow beyond me.”
The launch runs parallel to her new album Midnight Sun and marks a chapter where Larsson feels more empowered than ever: “I’m starting to own my masters, and I feel I’ve finally become my own boss.”
Taking inspiration from the likes of Rihanna’s Savage x Fenty and the Victoria Beckham universe, Larsson has big ambitions for her label. Alongside adding her designs into tour wardrobes and dancer costumes, she has pushed for an inclusive size range (XS to XXL) and already plans to expand further in future seasons: “It would be absurd to have a brand my own friends couldn’t wear.”
The name Main Rose carries its own philosophy: “It’s about being the main character of your own life. The rose is romantic but it has thorns: feminine, yes, but with character.”
With hints of glitter, bold cuts and a daring yet realistic approach, Zara Larsson doesn’t just sing about freedom — she’s now dressing it too.
