Zara Larsson is on fire. Between releasing her latest album, Midnight Sun, starring in upcoming documentary Zara Larsson – Up Close, and opening for Tate McRae while gearing up for a tour of her own, it’s hard to imagine she would have the time for anything else. Enter MAIN ROSE – the new intimate brand that the Swedish pop-star has been quietly curating behind the scenes – set the launch in just a couple of weeks.

Offering luxurious underwear and loungewear made from mesh, modal, and microfibre, MAIN ROSE turns the too-often overlooked first layer of clothing into an opportunity for self-expression and creative freedom. MAIN ROSE not only looks incredible on the body but comes from the soul, designed with women’s sexual health, liberation, comfort, and style at the top of mind. V sat down with Zara to talk inspiration, women’s health, and next moves as the artist prepares for her brand’s debut.

V Magazine: The launch of MAIN ROSE marks your first ever brand engagement outside of the music industry. What led you to not only start exploring intimate brands, but also decide to start your own?

Zara Larsson: It just felt right. I’ve done deals with other brands as an artist to kind of lend my face for a short period of time, but this is my baby, you know? I’m a part of this, and it started [with] me and Ben Eliass, who’s also the co-founder. We met, and I really liked him. I felt like he was super smart, and he just got it. We started talking about what we could do, and it kind got started with pleasure and sexual wellness in general, which is something I’ve always been really into, especially for women. I feel like we should focus more on that. And then it kind of landed on – at least for a first drop – something still intimate, but more of an everyday for everyone kind of thing, which is underwear. I’m obsessed with that, especially for what I do. For work and when I perform, I feel like it should fit really well. It’s nice to be a little sexy, but [it’s important] for to to fit well. I’m personally not someone who wears bras a lot, so when I do, it has to really be comfortable – but also nice. I like to wear a bra or top as more of fashion statement. A lot of [the line] is easy to layer. It’s a bit cheekier, and I’m at a point in my life where I want to be really creative. Even with this album that I made, I’ve kind of realized I am in such an amazing position where I get to kind of [try] anything that I want, and because I have that, I want to experience what it’s like to really be creative outside of something that’s bigger than me as well.

V: you have a very bright, colorful, sexy style. How has your wardrobe influenced the brand?

ZL: I knew there had to be pink in there, of course. But at least in the first drops that we’re doing we just wanted to cover the basics: a classic black and a white, a beige, and obviously a pink. I would say that all the styles that we are going to release so far have been something that you can either style up or down. It’s a first layer basic, I would say it goes literally with everything, but it has a little sense of elevation. That’s what I like about [the line]. I’m super, super excited for what’s about to come.

V: MAIN ROSE brings Scandinavian design principles and culture to the line. How do these designs compare to what we’re used to, and what you think the underwear scene is missing right now?

ZL: I think the Scandinavian sleekness and sophistication is really present in the brand. And what’s missing in underwear? There’s only so much you can do with underwear. So what’s really fun for me, is to [think], “how do we communicate the brand? Who is this for? What do we want to say with it?” That is something that I’m very confident that we will communicate as we grow, and what we will release, because this is also a really fun creative adventure outside of just the products, which I do think have to be really good. That’s the core of the whole thing. The products have to be good. But also, you’re kind of creating a world, and you’re [telling] a story, and that’s where I’m truly enjoying myself. I like stuff that you can wear [in different ways]. Like, “is it underwear? Is it a top? Is it loungewear? Is it a dress for the club?”

V: Is there a standout piece or design in the collection that you’re most excited to debut, and why?

ZL: I love all the mesh pieces and the power mesh pieces, because one of my first real costumes that I had made for stage years back was kind of the pink power mesh material, and it was so comfortable and it looked good. That body suit lasted me for like, 50 shows. It made everything look so snatched. [So] I’m really excited about the mesh bra. I think that’s going to be a fan favorite, just because, again, I’m not even a person who really needs support. I just kind of do it because it’s very cute. I just can’t wait for my friends and family and everyone to wear it, because I know that it’s really comfy and flattering. So I’m excited about that. And obviously [I’m excited about] the matching panties. I think my favorite [set] is the beige one, it has black borders, and then on the strings, it has this metal detail, which makes it feel a bit more [sleek].

V: How do you see the brand evolving over time? Are you going to go into apparel? What plans do you have?

ZL: There are so many ways to go, especially when you start with the first basic layer of what you put on for the day. It’s a literal first layer and a first step, so it could kind of go anywhere. There are a lot of fun things that will happen in the next year, [of course] continuing with the first layer for all seasons, so beach makes sense. But even coming back to the pleasure of it all, and feeling good and sexual wellness, [that’s] still something that I’m really interested in being a part of. Like exploring that more and starting conversations, because I feel like we need to keep having discussions about women’s bodies and keep that from being a taboo. It’s weird out here. I’m seeing that they’re telling pregnant women “do this, not that,” and it makes me feel like they’re slowly trying to introduce normality of pain for women. I just want to go in the opposite direction of that. It might sound silly, like, “oh, a brand would do that,” but again, I think it has potential to be deeper than just a product. I think a brand can really create a community and a world surrounding community. So that’s something I think will be very fun.

V: What were some of the biggest challenges in starting your first brand?

ZL: Honestly, this has been such a fun journey for me. I think [the greatest challenge] was to get my vision and point across, and this has nothing to do with anyone except for me. The challenge has been as I grow older – and this is a part of my music, too – to realize that I have the power. I think I’ve just been [so] used to being around really amazing people, especially since I’ve been in the industry for such a long time, that turning 27 just did something to my brain. I was like, “wait, I can create something and really be a part of it,” and I have good ideas, suggestions, taste, and style. So the biggest challenge has just been to really step into my confidence. But now MAIN ROSE has really helped my music, and my music has really helped MAIN ROSE in finding that for me. Making my music, making my album, I don’t think I’ve ever had a vision so clear. My challenge is to really speak up for myself, because people are there and ready to listen get the best out of the situation. You just have to believe in it and believe in yourself. And now I feel like I have found that in myself.

V: So MAIN ROSE and Midnight Sun coincided and influenced each other a lot?

ZL: Yeah, it did really go hand in hand. Also, all the people at the company are so amazing. Again, this is my first ever adventure into the business side. I would say the business side of it just gave me a lot of confidence, because there’s, of course, a business side to the music as well. A couple years ago, I bought my masters, and I started my own record company, and I’ve started to build [from] that, and seeing the structure and how you can work with people creatively in a company has really inspired me, just for my own creative music stuff.

V: Speaking of your music, right now you have a lot going on in that area of your career. You’re on tour with Tate McRae, just released your single, “Crush,” and you’re releasing Midnight Sun, followed by the start of your own tour. Are there any insights that you can give us into these exciting developments?

ZL: I’m just really happy [to be] doing a lot of live shows, [and] touring a lot. That’s my dream life, just being more creative, writing a lot. [With this album] I was like, “I have to do this all.” I have to write them all, I have to be a part of writing the script for the videos, and sketching out my outfits for tour. I just feel really, really excited. I’m [also] excited to drop some music outside of my project, like being a part of other people’s albums and remixes. I’ve really appreciated it, because I’ve done what I think is really cool, and then I have people [that] I think are really cool hitting me up saying, “I think you’re really cool.” It’s like seeing the girlies in my DMs. That’s like, “Okay, I’m doing something right.” The energy is different. It’s like, all the people I look up to [saying] “Hey, I see what you’re doing. I love your new song.” I’m excited for what’s about to come. Maybe there’s gonna be a little remix and stuff with people that I think are very cool.

MAIN ROSE will be available exclusively on mainrose.com on October 15th, 2025.