Zara Larsson Steps Into Fashion With Her Intimates Brand, Main Rose
PetitePaulina – Outside the spotlight, Zara Larsson admits she’s not the high-energy pop star people see on stage. “I’m actually a lazy person,” she confessed with a laugh. “Comfort is number one for me. But I do love good colors and fun materials.”
That mindset has now blossomed into Main Rose, her debut intimates and apparel brand, which officially launches on October 15. The Swedish pop star — best known for global hits like “Lush Life” and “Symphony” — is expanding her creative universe beyond music, entering the booming lingerie and loungewear industry.
A Bold First Collection
The launch collection includes 30 pieces ranging from mesh-wired bras and matching underwear to cami tops, lounge pants, and long-sleeve tees. The color palette runs from playful brights like hot pink to classic tones of black, white, caramel, and burgundy.
One striking detail Larsson is particularly excited about is a silver metal clasp on some thongs. “It gives the pieces a strong point of view,” she explained, adding that she wants to build on these edgy details for future collections.
The campaign, shot by fashion photographer Brianna Capozzi, shows Larsson sporting bleached eyebrows — a daring look that matches the brand’s confident energy.
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Beyond the Music
For Larsson, Main Rose is more than just merchandise attached to her fame. “My music is personal, but I want Main Rose to thrive outside of me,” she said. Still, she acknowledges that her two worlds naturally overlap. “They inspire each other. One feeds the other.”
Her timing couldn’t be sharper. According to Grand View Research, the global lingerie market was valued at $88.3 billion in 2022 and is projected to reach nearly $142 billion by 2030, growing steadily each year. Larsson hopes Main Rose can carve out its space in this competitive market.
Inspired by Moguls, Built for Fans
The 27-year-old singer openly admires fellow artists-turned-entrepreneurs like Rihanna with Savage x Fenty and Victoria Beckham. She envisions Main Rose not just as a brand but as part of her artistic world — with her dancers wearing the pieces on stage and her fans connecting with her beyond Spotify and Instagram, where she boasts 8.7 million followers and over 27 million monthly listeners.
The debut line runs from size XS to XXL, but Larsson promises more inclusivity ahead. “We’re already working on adding new bra sizes for next season. I want my friends, in all their different shapes and sizes, to wear this brand proudly.”
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The Meaning of Main Rose
The name carries layers of symbolism. “Main” reflects being the main character of your own life, while the “Rose” is romantic yet sharp, delicate yet powerful. “It’s beautiful, but it has thorns. That balance really inspired me,” Larsson said.
Her Scandinavian roots influence the designs — clean, minimal, functional — but always with a twist of sparkle, glitter, and bold pink hues. “It’s Scandinavian, but considered,” she summed up.
A New Era for Zara
Alongside Main Rose, Larsson is also celebrating her upcoming album “Midnight Sun” and a newfound independence in owning her music masters. “I’ve stepped into the role of being a boss,” she reflected. “It’s about planting the seed, having the vision, and working with people who can help turn it into reality.”
With Main Rose, Zara Larsson isn’t just creating lingerie. She’s crafting a lifestyle brand rooted in self-expression, womanhood, and confidence — with a pop star edge.
