- Zara Larsson has launched her first-ever swimwear line under her own intimates brand, MAIN ROSE, which she co-founded with entrepreneur Ben Eliass in October 2025.
- The collection features bikinis and one-pieces in pink, citrus, red, leopard, and snake prints, each style includes four detachable charms, including a lucky number 7 and an acrylic nail.
- The campaign was shot by photographer Charlotte Rutherford in Miami, with underwater and surreal ocean visuals.
- The drop is timed to Larsson's ongoing Midnight Sun North American headline tour and her Grammy nomination for Best Dance Pop Recording.
Zara Larsson is dropping her first swimwear collection through her lingerie brand MAIN ROSE, which she started last year.
The line includes bikinis and one-pieces in shades of pink, citrus and red, plus leopard and snake prints. Every style comes with four detachable charms, including a lucky number 7 and an acrylic nail.
A month after releasing Midnight Sun, Larsson co-founded MAIN ROSE with entrepreneur Ben Eliass, starting with intimates and underwear before moving into swimwear.
The brand’s campaign was photographed by Charlotte Rutherford in Miami, unfolding as a cinematic exploration of the underwater world.
This swimwear release isn’t Larsson’s only recent fashion play. She’s also fronted a campaign for Urban Outfitters and starred in Desigual’s global “Life’s a Beach” summer collection.
The Desigual collaboration arrived as Larsson was nominated at the 2026 Grammy Awards for Best Dance Pop Recording with Midnight Sun. On the music side, Larsson currently holds three simultaneous tracks on the Billboard Hot 100 and is set to release her deluxe album Midnight Sun: Girls Trip on May 1.
Takeaways
Zara Larsson is moving with real intent here. Launching swimwear through MAIN ROSE, her own label, rather than doing another external brand deal is a clear signal she’s building a fashion ecosystem, not just collecting endorsement checks.
The timing is sharp too: the drop lands as her Midnight Sun tour wraps North America, her Grammy nomination keeps her name in cultural conversation, and a deluxe album arrives May 1. Her decision to hire the same campaign photographer, Charlotte Rutherford, who shoots all her album visuals, shows she understands brand continuity.
The charms on the swimwear, personal details like a lucky number 7, are the kind of fan-service Easter eggs that drive social sharing and loyalty. And with Desigual and Urban Outfitters already amplifying her fashion credibility this year, her brand MAIN ROSE now enters summer with serious momentum behind it.
Can MAIN ROSE establish itself as a standalone fashion brand beyond Zara Larsson’s pop star identity? Does launching swimwear directly through her own brand, rather than partnering with an established label, reduce or increase her commercial risk?
