ZARA LARSSON GETS INTIMATE
This has been a busy week for Zara Larsson. A mere three days after releasing her personal fifth album, Midnight Sun, and only two days after her final show supporting Tate McRae’s Miss Possessive Tour, we meet online to discuss her fashion debut with MAIN ROSE, an intimates brand she has co-founded and been quietly developing for over a year in collaboration with Ben Eliass. As the creative force behind the brand, she is overseeing the design, product development and storytelling.
Unlike a lot of pop stars who have dabbled in different business ventures, MAIN ROSE is Larsson’s first major foray outside of her success in the music industry, and it is not just a simple side project for her. It is a genuine extension of her creative persona which she has shown through her music. When discussing this she tells me, “the more that you put yourself into it, the more fun it becomes.”
At only 27, Larsson’s drive in the music industry has been clear to see looking at her vast success, with global top 10 hits, multiple world tours and five albums already under her belt at such a young age. So, how has she managed to balance songwriting, recording and an extensive touring schedule so successfully whilst also committing her time to the development of MAIN ROSE? Her answer is a team where trust and collaboration are key.
“This is such a team effort. One thing about MAIN ROSE is that I trust everybody involved so much. It’s a group of amazing people who really know what they're doing,” she says, “It becomes easier because even though so many people are involved, it's my thing, you know? You can't forget that.”
Supported by a strong design team, many of whom have previously worked at major Swedish brands like Acne Studios, Larsson’s Scandinavian-inspired vision of minimalist, chic and sophisticated design is not limited to this singular product range. “Underwear and intimate clothing is a really good first step,” she says but is also “very interested in the sexual wellness part of it,” and “in the pleasure of feeling good.” Keen to explore pleasure in all its facets, we discuss her ideas for swimwear, loungewear, perfume and even sex toys.
Pleasure and comfort have been constants to Larsson during the development of MAIN ROSE’s first collection, saying “the whole conversation around starting a brand started around pleasure in general”. So, when beginning to realise this vision, she took a “forever student” attitude when learning from her team about the importance and intricacies of garment fit and fabrics, which are essential for producing a comfortable and high-quality product, all of which she now speaks passionately about.
When discussing the visuals of the collection, Larsson is keen to mention the thoughtfulness of the designs featuring sharp metal details, chic strap construction and the potential for unique layering. She wants each piece to be viewed as more than a simple item of clothing but more as a “fashion statement” that could be creatively integrated into your wardrobe.
Her passion for creativity has led her to have great excitement and ambition for the future of both of her newly launched business and musical career. Even over a decade since her debut album, her creative drive for music is stronger than ever. “When I started out, I just wanted to perform. I was like, give me the mic, I'll sing the songs,” she says. “But now, I’ve realised that I do not only want to sing the songs. I want to write the songs, because why not? If I'm the person singing it, let it be my words.”
This ambitious drive for creative input has directly translated to the brand’s development and future goals; “building a brand is about building a world. What do you want to communicate with that world? How do we invite people into a universe that will make them feel a certain way?” she says. “MAIN ROSE, I see growing into something really amazing, big and creative.”
Larsson’s debut collection with MAIN ROSE features 30 high-quality styles that will become available globally starting October 15th exclusively online at mainrose.com, with additional releases to follow throughout 2026.
