Everything You Need to Know About Zara Larsson's New Lingerie Label

Zara Larsson doesn't wear bras. And that's exactly why she's started her own lingerie label. Named MAIN ROSE, the new debut brings together the artist's essence in a way she's not been able to do before, while working alongside a powerhouse team of Scandi superstars from the likes of Acne Studios and Eytys.

Born from a desire to "creatively expand," the brand comes after Larsson feels firmly established in the music world. "I feel like I'm very much in control of everything now in regards to my career: I own my masters at my own record label, I am in full charge of the creative of my videos, my looks and my performances and I write all my songs," she tells Hypebae.

Described by the artist as a "metaphor for womanhood," the new brand repositions the bra as an accessory and offers lingerie that can be used to express the wearer's creativity and playfulness. Its debut collection offers cheeky mesh fabrics, bright pink colorways and elevated hardware, all core foundations of MAIN ROSE's design.

Ahead of the brand's official launch, we caught up with Larsson to find out the story behind the name, the Scandi powerhouse team she's worked with and why Beyoncé would be her dream campaign star.

Scroll ahead for the full interview and head to the MAIN ROSE website to check out the full offering.

Tell us a bit about the idea behind MAIN ROSE. Why did you want to launch a brand?
The starting point was a genuine feeling to creatively expand myself. To see something beyond the stage, something that's bigger than me. I feel like I'm very much in control of everything now in regards to my career: I own my masters at my own record label, I am in full charge of the creative [direction] of my videos, my looks and my performances and I write all my songs. That's really paid off! It's also given me the confidence to take on a new project creatively, to step into my boss shoes and employ other talented creative people and together create something really good. I feel like right now is really the perfect timing for MAIN ROSE to be born.

What's the inspiration behind the name?
I always find it so hard to name something that represents a big project like my albums. With MAIN ROSE, it felt so natural and easy and right. MAIN ROSE can be many things. It's a metaphor for womanhood, both soft and sharp with petals and thorns, it's about being the main character in your story, in your own life — it's also just a really pretty name.

Going from busy studio sessions and long tours to designing and creating a collection is quite a transition. What have been some of the challenges?
I would say that some of the challenges have been to discipline myself creatively. MAIN ROSE is to be an extension of me, but more considered in its touch, more Scandinavian, I would say. Then, of course, to get my vision through, although we're not always at the same place. The MAIN ROSE team in Stockholm is a talented, tailor-made team with experience from Scandinavian brands like Acne Studios and Eytys. As soon as I'm home, I try to spend as much time as I can with them, and then it's very hands-on in regards to color charts, fittings and planning of future projects. However, of course, since I am often on tour or out traveling, we've had to find our own way to make sure there's progress and flow of creativity. Late-night voice notes and a mile-long WhatsApp chat are very much part of our everyday toolbox.

What can you tell us about the inspiration behind the designs and the colour palette? Where do those ideas come from?
I've always loved a good color and instantly knew I wanted some pink in it. The same goes for textures, where I wanted to add a sense of cheekiness, hence us using a fine see-through mesh. I also like a tight fit - it makes you feel like a superhero - and I wanted it to be comfortable, almost athletic in its shape. The details, like the hardware on the pants and bras, have also been very important for elevation.

What's your favourite piece in the first collection and why?
There's an underwire mesh bra, which I love and have been wearing since I got the prototype! It's really beautiful and sleek and adds tight support without being too much of a 'bra.' You almost feel like you're not wearing anything, which is great coming from me because, to be frank, I very rarely actually wear bras. A pantie for me and I'm all good! Now I will start, though! I also like to use a bra as an accessory. If I wear a bra, I'm not scared to show a strap or the details. It's more like a layering piece, which is so fun because it pairs so well with the other mesh pieces in the collection.

How do you hope to evolve and grow the brand over the next few years? What are some of your aims and plans?
First layers are definitely just a starting point, not the final destination. More product categories will definitely follow as we expand. I can easily see swim coming, maybe sleep… let's see. That's also what's so fun about MAIN ROSE, it's like this bottomless well of ideas to just 'create' - it's really fun and very inspiring. I would also love for MAIN ROSE to be accessible for as many people as possible and reflect that inclusivity in our universe. We'll launch now with a core size range, XS to XXL, and expand both smaller and larger sizes, including extended band and cup sizes for bras, as we grow.

Finally, if you could have anyone star in the brand's next campaign, who would it be?
Ooooh, there are so many hot ladies that I would love to shoot with and include in the MAIN ROSE universe. Scandinavia has some really interesting profiles that I would love to explore… but I mean, if I can dream, I would go for Beyonce - no doubt!

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