“It’s Scandinavian simplicity”: Zara Larsson on launching intimates brand Main Rose

“Everybody wears underwear,” declares Zara Larsson, before taking a beat and adding, “Or… I think most people do.” The Swedish pop star is Zooming in fresh-faced from Los Angeles amidst her run supporting Tate McRea's 'Miss Possessive' tour. Today, however, we aren’t talking about music, but rather Larsson’s new venture: an intimates brand called Main Rose. Comprised of bras, underwear and body-hugging apparel, the first collection drops exclusively on the brand’s website on October 15th.

“It’s the first layer you put on,” says Larsson of the collection. “And if that just feels a little bit more elevated and fun – at least for me – it makes me want to put on a good outfit and brush my hair and go outside and be nice to people. It sets the tone in a really nice way.”

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Main Rose was born of conversations between Larsson and co-founder Ben Eliass, the entrepreneur behind Swedish razor brand Estrid. “We have a lot of friends in common and I was always told, ‘Hey, if you ever want to do anything, Ben’s the guy’,” says Larsson. The pair hit it off right away and began exploring what shape Larsson’s debut brand might take. Early conversations veered towards pleasure and sexual wellness. “That’s something I’m naturally drawn to, something I’m very interested in and love to talk about,” she says. “I’ve always been someone who wants to not have any shame around sexuality, bodies or anything intimate.”

And so they landed on intimates and base-layer apparel – the sort of garments that hug the skin and make the wearer feel good. The sort of garments that work on a range of bodies. “For me, tops and bras are something I wear for a fashion statement more than needing support,” says Larsson, panning down the camera so I can get a better look at her Main Rose one-shoulder shocking pink mesh tank top and matching pink bra. “But I feel like if we’re doing underwear it also has to be something that can be a good support for people who need it.” At launch, the pieces will go up to size XXL with a more inclusive size range already in the pipeline.

Though Larsson herself can lean towards bold, feminine and flashy aesthetic expressions (her recent show-stopping Sorcha O’Raghallaigh-designed VMA dress, for instance), the first Main Rose pieces – 30 in total – embody a more understated sensuality. Yes, the mesh hints at the skin beneath, but the pieces are to-the-point – well-cut thongs and bras (both underwire and not) that could feasibly be worn everyday (Larsson would know – she is continuously requesting more samples and has worn the underwear whilst performing this tour).

On the clothing front, clingy long sleeves, tank tops and gently flared leggings – pieces that could stand on their own or as a base layer. “I love the mesh,” says Larsson. “It’s cool and edgy but still soft and a little bit sensual.” Subtle metal details add a signature flourish and, in addition to nude, black and white, Larsson insisted on a couple louder colourways – a deep plum, that aforementioned pink and a lovely sky blue. “It’s Scandinavian simplicity, in a way,” she concludes.

In addition to working on the design (she notes she has a design team populated with Acne Studios and Eytys alumni), Larsson has been enjoying building the brand’s universe, starting with choosing the name. ‘Zara’ was, of course, taken, but still, she knew from the start she didn’t want it to be all about her. “When I make music, I am the brand – what I do is the brand and how I dress, what I wear onstage, how my pictures look,” she says. “This is something I’m so proud of and I want people to know it’s my thing – it’s my baby – but I also want to be able to take a step back and do this with the Main Rose team.”

The name, ultimately, came from informally focus grouping some words with friends via text. ‘Rose’ was an early frontrunner. “I liked the symbolism of it. It feels classic, it feels very feminine,” says Larsson. “It’s soft, but it has the thorns.” Main, meanwhile, alludes to being the main character (a distinction Larsson is surely familiar with). “And it just sounds really nice,” says Larsson.

When it came time to shoot the first Main Rose campaign, a lot of “crazy ideas” were thrown around, but ultimately Larsson and her team decided to keep it “simple with a touch of fun”. The images, which find Larsson amongst several models, are shot by Brianna Capozzi, who’s made a name for herself shooting sensual images of women. “We knew we wanted an amazing female photographer,” she says. “I love Briana – I’m a big fan.”

Launching a business looks good on Larsson, whose palpable enthusiasm for the brand is contagious. She says intimates are just the beginning – that there are many paths Main Rose could take in the future. The experience has been so positive, she says she feels like a “different person” these days. “Main Rose has really helped me step into my boss shoes – it woke something up in me,” she says. “Maybe that’s why I never did something like this before, because it hadn’t felt like I was ready. And now, I feel very confident.” If that’s the power of this underwear, we’d love a pair.