MAIN ROSE by Zara Larsson

• Beanie Stolper: Designing intimates means designing for skin, for breath, for movement. Did working so close to the body change the way you think about your own?
  Zara Larsson: I’ve been working with my body since I was very little, having danced and performed my whole professional life hence I know my body very well and I feel very good in it. So, to centre MAIN ROSE around what’s closest to your body, your first layer, literally and figuratively, felt like a very natural starting point for me.

  BS: You co-founded MAIN ROSE with Ben Eliass. What did your creative back and forth actually look like, are we talking moodboards and late night voice notes, or spreadsheets and fabric swatches?
  ZL: Yes! So I knew that Ben was a very respected brand builder and businessman and when we first met, through common friends, it felt 100% right from the start. First conversations started centering pleasure and the little things in life that just make everything a little bit nicer. This then evolved into a full world of first layer essentials where I, from the beginning, had quite a clear vision of how I wanted it to look and feel. The MAIN ROSE team in Stockholm is a talented tailor made team, with experience from Scandinavian brands such as Acne Studios and Eytys, and as soon as I’m home I try to spend as much time as I can with them. Then it’s very hands on in regards to color charts, fittings and planning of future exciting projects for MAIN ROSE. However, as I am touring and traveling a lot we have had to find our own way to ensure progress and flow of creativity, where yes late night voice notes and a miles long WhatsApp chat are, no doubt, tools used.

• BS: The collection balances comfort and confidence which are two words that don’t always live together. How do you personally negotiate those forces in your life and work?
  ZL: I believe they go very hand in hand. If I feel comfortable I consequently feel and act more confidently. Hence, when building MAIN ROSE it has been very important for me that we create pieces that enhance and breathe confidence, that they also have a great fit, are comfortable and of course also makes you feel very beautiful whilst wearing it. A little cheeky touch to it doesn’t hurt!

  BS: What’s the bigger conversation you hope MAIN ROSE sparks about self-expression, especially for women who are told to perform femininity in a certain way?
  ZL: I want MAIN ROSE to be accessible for as many people as possible and reflect that inclusivity in our world. This is very important for me. 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. As for femininity, it’s every person’s right to feel sexy if they want to and in what way they choose, for themselves or for others. Confidence for all!

BS: As a musician you trade in sound and here you’re trading in touch. What textures, sensations or moods were non-negotiable for you to capture? What was one product that you made sure you had to get right!
ZL: I knew I needed some pink in it, I have always loved a good color, and I love a fun material, hence the mesh instantly felt very interesting. Same with the tight silhouette, it makes you feel like a superhero! There’s especially an underwire mesh bra that I love, love, love! It has the most beautiful cut, it’s sleek and it adds tight support.

BS: Shooting the campaign with Brianna Capozzi puts you front and centre. What was it like to literally wear the vision you’ve been building behind the scenes?
ZL: Oh yes, Brianna is such an icon and I really love her work! It was such an honor to shoot with her for MAIN ROSE first ever campaign and it turned out really beautiful! I would say that it’s a considered first campaign where we wanted to focus on the collection but still it has that humor to it.