Zara Larsson continues to build her presence across music and fashion with a new step for her brand Main Rose. Following a period marked by chart success, a collaboration with PinkPantheress on “Stateside,” and her first Grammy nomination, Larsson introduces swimwear as the next phase of the label.
SWIMWEAR
Larsson founded Main Rose last year, building the brand around her own image and preferences. Her stage wardrobe often references beach-driven styling and Y2K influences, with outfits that lean into bold shapes and direct expression. The swimwear release follows this direction, translating those elements into a focused capsule. For Larsson, the shift into swimwear connects directly to how she defines summer. She describes it as part of her identity, positioning the collection as a continuation of that perspective.
The capsule reflects her established visual language through print, color, and form. Leopard and snake textures appear alongside citrus tones and pink shades, creating a strong palette that carries through each piece. The designs center on silhouettes that shape the body with intention. Scoop tops follow curved lines, while hardware details introduce a sharper edge. Brazilian cuts and tie-side bottoms define much of the offering. A one-piece swimsuit stands out with a high-cut leg and a sculpted fit, referencing a familiar swimwear shape associated with past eras.
The campaign, shot by Charlotte Rutherford outside Miami, extends the collection’s direction through a series of images set in and around water. Larsson’s approach to the campaign includes a deliberate shift in how she presents herself. Alongside composed images, she includes moments that break from polished expectations, such as shots where she wears snorkeling goggles underwater. The campaign feels aligned with her public persona, where humor and self-awareness sit alongside a clear sense of direction.
The swimwear launch marks the first expansion of Main Rose beyond intimates. It builds on the brand’s existing identity while introducing a new category that fits within Larsson’s broader image.
