Zara Larsson doesn’t wear bras. And that’s exactly why she’s started her own lingerie label. Named MAIN ROSE, the new debut brings together the artist’s essence in a way she’s not been able to do before, while working alongside a powerhouse team of Scandi superstars from the likes of Acne Studios and Eytys .

Born from a desire to “creatively expand,” the brand comes after Larsson feels firmly established in the music world. “I feel like I’m very much in control of everything now in regards to my career: I own my masters at my own record label, I am in full charge of the creative of my videos, my looks and my performances and I write all my songs,” she tells Hypebae.

Described by the artist as a “metaphor for womanhood,” the new brand repositions the bra as an accessory and offers

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