Zara Larsson doesn’t wear bras — and that’s exactly why she decided to design her own. The Swedish pop star, known for her fearless pop anthems and unapologetic confidence, is entering the fashion world with MAIN ROSE, her new lingerie and basewear label launching October 15.
Described as a “metaphor for womanhood,” MAIN ROSE captures Larsson’s evolution from pop sensation to creative entrepreneur — and more importantly, a woman in full control of her narrative.
“I feel like I’m in charge of everything now — my masters, my visuals, my songs,” Larsson told Hypebae. “MAIN ROSE is an extension of that freedom.”
From Stage to Studio to Startup
Larsson’s debut fashion venture is built on the same principles that have guided her music career: empowerment, individuality, and self-expression. Co-founded with Ben Eliass, the entrepreneur behind Swedish razor brand Estrid, MAIN ROSE brings together a powerhouse Scandinavian team with alumni from Acne Studios and Eytys.
Originally conceived from conversations about sexuality and self-image, the brand evolved into an intimates and apparel label offering pieces that celebrate comfort and sensuality — without shame. “I’ve always been someone who wants to remove the shame around sexuality, bodies, and anything intimate,” Larsson says.
The MAIN ROSE Aesthetic: Scandinavian Simplicity Meets Playful Femininity
MAIN ROSE’s debut collection offers 30 pieces ranging from mesh underwire bras and thongs to soft long-sleeve tops and flared leggings — versatile garments meant to be seen and lived in.
Colorways swing from Scandi neutrals — nude, caramel, and black — to bursts of personality: deep plum, sky blue, and the label’s signature shocking pink. It’s lingerie you can wear under a blazer, to bed, or even on stage.
“I love the mesh — it’s cool and edgy but still soft and a little sensual,” Larsson explains. The subtle metal hardware on the thongs and straps hints at confidence without crossing into cliché. It’s lingerie that doesn’t scream for attention, but commands it.
The design language mirrors Larsson’s personal style — bold yet practical, feminine with an attitude. “Outside of stage life, I’m a lazy person. I love comfort,” she told WWD. “But I also love good colors and fun materials.”
A New Kind of Underwear Brand
At launch, MAIN ROSE will carry sizes up to XXL, with an expanded inclusive range already in the works. This inclusivity feels deliberate — Larsson wants MAIN ROSE to feel less like a celebrity vanity project and more like a brand that speaks to every woman’s relationship with her body.
“For me, tops and bras are more of a fashion statement than something I need for support,” she says. “But if we’re doing underwear, it also has to be supportive for those who need it.”
That balance between fashion and functionality could set MAIN ROSE apart in a saturated intimates market — where inclusivity and authenticity now matter as much as design.
The Story Behind the Name
The name MAIN ROSE emerged from group texts with friends. “Rose felt classic and feminine — soft, but with thorns,” Larsson says. “And ‘Main’ hints at being the main character.” Together, they form a name that’s both poetic and powerful, like Larsson herself.
The campaign, shot by Brianna Capozzi, mirrors that philosophy — minimal but confident, sensual but natural. Surrounded by models wearing her designs, Larsson exudes quiet power. “We wanted a female photographer who understands women’s sensuality without over-staging it,” she says.
The New Era of Zara Larsson
For Larsson, launching MAIN ROSE is more than just a business move — it’s a personal evolution. The artist, who now owns her masters and runs her own label, describes this moment as “stepping into her boss shoes.”
“Maybe I never did something like this before because I wasn’t ready,” she admits. “Now I feel confident. MAIN ROSE woke something up in me.”
And she’s not stopping here. The singer hints that intimates are just the beginning. “There are so many paths MAIN ROSE could take,” she says, teasing the potential for future expansions into lifestyle and ready-to-wear.
A Brand With Heart — and Thorns
What makes MAIN ROSE exciting isn’t just its sleek design or celebrity founder — it’s its intention. It’s about reimagining underwear not as something hidden, but as an act of self-love, creativity, and empowerment.
Larsson’s lingerie isn’t about seduction for others; it’s about feeling like your best self — even if nobody else sees it. As she puts it, “It’s the first layer you put on, and it sets the tone for your whole day.”
In an era where fashion and identity are increasingly intertwined, MAIN ROSE feels like Zara Larsson’s most personal song yet — written not in lyrics, but in lace and mesh.