Zara Larsson is making waves beyond music with the launch of her new swimwear line, Main Rose, a vibrant, affordable collection starting at $35 that's quickly becoming a standout hit for summer.
Larsson is riding the summer wave months after releasing 'Midnight Sun', with the album now finding its stride as a warm-weather soundtrack. Known for her vibrant, playful style, she's channeling that same energy into fashion by expanding her brand. It is an effortless move that reflects her self-described 'summer' identity.
'The playfulness of summer is so authentic to me, and I'm glad people are connecting with it,' she said on Vogue. 'I feel like the Mariah Carey of summer!'
She added that summer at this time is part of her personality and brand, and that swimwear is the ultimate summer staple.
Zara Larsson Designs Swim for Every Season
When creating the new line, Larsson envisioned her fans wearing the pieces in all kinds of settings, from pairing bikini tops with jeans at festivals like Coachella to opting for more covered one-pieces during icy winter dips.
Drawing from her Swedish roots, she noted how the cold climate even inspired her approach. 'I've been doing ice baths every winter,' she shared. 'If you're lucky, you have a sauna close to you.'
To make the collection feel more personal, each swimwear piece features four detachable charms, including an acrylic nail and her signature lucky number seven. As for her viral dolphin persona, it hasn't made it into the designs just yet.
Larsson joked that her dolphin meme is her mascot now, her soul sister.
$35 Swimwear Drop Brings a Bold Summer Mood
Larsson's new swimwear collection blends versatility and attitude, featuring sleek, solid one-pieces alongside vibrant triangle bikini tops and Brazilian-cut briefs with side ties for a more revealing fit.
The range, available in sizes XS to XXL, is priced from about $35 to $80 and officially launches on April 22. The palette leans into a playful, sun-drenched aesthetic, with shades of pink, citrus, and red, as well as bold leopard- and snake-inspired prints.
'We had a fun time with colors and patterns,' Larsson said. She emphasized that she wants people to feel really sexy, something they can wear to feel free, jump in the ocean, and have fun.
The debut campaign was shot just outside Miami by her frequent collaborator, photographer Charlotte Rutherford, capturing the endless-summer energy that mirrors Larsson's creative identity across both music and fashion.
Zara Larsson's Summer Era Still in Full Swing
The Main Rose swimwear marks a natural evolution of Larsson's enduring beach-inspired brand, but she is far from finished with her sun-soaked era. She's set to continue touring Midnight Sun throughout the summer, with performances scheduled through October.
'It's been very intense, the schedule has been crazy,' she said of life on the road. But she added that it gives her so much energy to go out on stage every night.
Alongside touring, she's also gearing up for a deluxe edition of the album, featuring new collaborations and fresh remixes. 'It's a chance for me to collaborate with some of my favorite artists,' she teased, noting an already released new version of 'Midnight Sun' with Muni Long.
