When it comes to Zara Larsson, most people immediately think of her hit music. But the Swedish artist has decided to show that her creativity knows no bounds by launching her own lingerie line, MAIN ROSE. And believe us, this isn’t just a brand — it’s a manifesto of freedom and boldness in Larsson’s signature style.
The main idea behind MAIN ROSE is simple yet powerful: Zara doesn’t wear bras. This inspired her to create a collection where lingerie is no longer a “mandatory item” but an accessory that expresses the wearer’s personality and daring spirit. Bright neon colors, playful mesh fabrics, and striking details are the hallmarks of the brand.
In developing the line, Larsson teamed up with top Scandinavian fashion powerhouses — from Acne Studios to Eytys. This collaboration allowed her to combine music, style, and creative freedom into a single, recognizable look. According to the artist herself, MAIN ROSE is a “metaphor for womanhood” that lets every woman rediscover her individuality.
“I feel like I’m fully in control of my career: I own my recordings, I direct the creative vision of my videos, looks, and performances, and I write all my songs,” Larsson explains, highlighting why launching a lingerie line was the natural next step for her.
And if you think this is just for women, think again. MAIN ROSE is a philosophy of freedom and courage, an inspiration for those unafraid to experiment and break stereotypes. For the campaign, Larsson dreams of Beyoncé — and there’s no doubt it would be spectacular.
MAIN ROSE is ready to change the way we see lingerie: it’s more than clothing — it’s a bold statement of style, character, and self-expression. If you want a behind-the-scenes look at the creative energy driving this brand, follow the launch — it’s a story that captivates both men and women alike.
