{"id":1896150,"date":"2026-04-22T10:11:00","date_gmt":"2026-04-22T07:11:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1896150"},"modified":"2026-04-22T10:11:00","modified_gmt":"2026-04-22T07:11:00","slug":"zara-larsson-the-second-i-come-home-all-my-clothes-come-off","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1896150","title":{"rendered":"Zara Larsson: \u2018The second I come home, all my clothes come off\u2019"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/489-486-2316-1544\/azure\/dazed-prod\/1440\/3\/1443667.jpg&#8221;]<\/p>\n<article class=\"main-article standard \">\n<div class=\"article-main-content article-wrapper has-media-but-its-an-image\" data-status=\"loaded\" data-primary-article=\"true\" data-url=\"\/fashion\/article\/70124\/1\/zara-larsson-main-rose-swimwear-all-my-clothes-come-off-rebrand-dolphin-meme\" data-article-id=\"70124\">\n<header class=\"article-header has-landscape-image no-media\">\n<div class=\"wrapper dg-max-width\">\n<div class=\"inner\">\n<figure class=\"main-img has-figcaption\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.42\" data-template=\"Standard Article\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2111\" src=\"https:\/\/images-prod.dazeddigital.com\/1400\/azure\/dazed-prod\/1440\/3\/1443667.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"inner\"><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/span><\/figcaption><\/figure>\n<aside class=\"meta\">\n<div class=\"inner\"><time datetime=\"2026-04-22T10:11:00+00:00\" class=\"timestamp\" title=\"22 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"22\">22,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/aside>\n<div class=\"titles\">\n<div class=\"tags\">\n<div class=\"sections\"><a class=\"category vertical - fashion\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a><br \/>\n\/<br \/>\n<a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/q-and-a\">Q+A<\/a><\/div>\n<\/div>\n<div class=\"standard-tag-container\"><a class=\"standard-category\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a> \/<br \/>\n<a class=\"standard-series\" href=\"https:\/\/www.dazeddigital.com\/q-and-a\">Q+A<\/a><\/div>\n<h1 class=\"title\"><span>Zara Larsson: \u2018The second I come home, all my clothes <span class=\"nowrap\">come off\u2019<\/span><\/span><\/h1>\n<div class=\"standfirst\">\n<h2>We catch up with the Swedish pop superstar about her new swimwear line, moving into the sexual intimacy space, and why her much-hyped fashion \u2018rebrand\u2019 isn\u2019t a rebrand <span class=\"nowrap\">at all<\/span><\/h2>\n<\/div>\n<p><time datetime=\"2026-04-22T10:11:00+00:00\" class=\"timestamp\" title=\"22 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"22\">22,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/div>\n<p><time datetime=\"2026-04-22T10:11:00+00:00\" class=\"timestamp\" title=\"22 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"22\">22,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/p>\n<div class=\"providers\">\n<div class=\"contributors\"><span class=\"contributor\" data-contributor-role=\"Text\"><span class=\"contributor-role\">Text<\/span><a class=\"contributor-name\" href=\"https:\/\/www.dazeddigital.com\/user\/ElliotHoste\">Elliot Hoste<\/a><\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"article-body-container\">\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-11-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">Zara Larsson: Main Rose <span class=\"nowrap\">\u2013 Swim<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/0\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/1\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443670.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/2\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/3\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"1996\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2994-1996\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" width=\"2994\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/4\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443673.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/5\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443666.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 11 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><a href=\"https:\/\/www.dazeddigital.com\/tag\/zara-larsson\"><span>Zara Larsson<\/span><\/a><span> is a Harmony Korine fan. Not only was <\/span><em><span>Spring Breakers<\/span><\/em><span> on the moodboard for her new swimwear line, she also chose the film\u2019s location \u2013 the sunshine state of Florida \u2013 to shoot the collection\u2019s campaign. \u201cIt\u2019s the most bonkers place ever. Wherever you look it\u2019s some weird shit going on,\u201d she says of Miami, straight after waxing lyrical about the film\u2019s influence on her. \u201cI just love that whole aesthetic,\u201d the singer says. \u201cI love the styling. I love that it feels young and free and a little messy.\u201d<\/span><\/p>\n<p><span>Over the last year, Larsson has been undergoing a fashion \u201crebrand\u201d, at least according to many online commentators. Her style and the <\/span><em><span>Spring Breakers<\/span><\/em><span> aesthetic can\u2019t be perfectly mapped onto each other, but the Swedish pop star\u2019s embrace of a summer-centric wardrobe over the last 18 months has resonated with her fans and the wider public, who, by Larsson\u2019s own admission, had struggled to engage with her as a person beside her radio hits. Though the fashion is fun and carefree, the singer has been \u201cmore disciplined\u201d during this era, sticking to one strong aesthetic rather than floating between many styles \u2013 and that\u2019s what she believes people have really responded to.<\/span><\/p>\n<p><span>Larsson\u2019s new, summer-centred aesthetic is a product of her fifth studio album, last September\u2019s <\/span><em><span>Midnight Sun<\/span><\/em><span>, whose sleeper success has taken her from pop\u2019s middle class to one of the biggest stars on the planet. With the album \u2013 and its effervescent, exuberant title track \u2013 Larsson finally assumed the position in culture that could back up her many hits. she also became the unofficial queen of summer, a status she has cemented by moving into swimwear with her brand Main Rose.<\/span><\/p>\n<p><span>A month after the release of\u00a0<em>Midnight Sun<\/em>, Larsson quickly established herself in the fashion space by co-founding Main Rose with entrepreneur Ben Eliass. Starting out with intimates and underwear, she followed her \u00a0instincts into the swimwear space. In the conversation below, we catch up with Larsson about the cinematic influences behind the collection and campaign, the many TikToks dissecting her fashion \u201crebrand\u201d \u2013 and she finally clears up whether that <a href=\"https:\/\/knowyourmeme.com\/memes\/rainbow-dolphin-symphony-dolphin\">dolphin meme<\/a> really inspired her aesthetic.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"1a986261-63c5-44c6-8fd7-b4340073986f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Before we get into the new swim collection, why did you want to launch your own brand in the first place?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I was hanging out with my friends at home in Stockholm, and I got introduced to Ben [Eliass], our co-founder, and we started talking about creating something really fun. I\u2019ve been the face of a few brands before, but I\u2019ve never created something of my own. Funnily enough, speaking of sex and relationships, we started talking about women\u2019s pleasure and intimacy, and stuff that just feels good. Underwear was one of them. We also started talking about sex toys.<\/span><\/p>\n<p><span>Because it\u2019s very new, Main Rose is such a fun playground to make anything that feels natural and nice, but rooted in some sort of pleasure and intimacy. I\u2019m still really open to exploring the whole sexual pleasure thing [in the future]. But we started off with underwear and intimates, because it felt really easy and natural. My ultimate outfit is just, like, a pair of panties. Everybody who knows me, they know the second I come home, all my clothes come off, and I\u2019m just in underwear. That\u2019s how I relax.<\/span><\/p>\n<blockquote>\n<p><span>\u201cThe \u2018queen of summer\u2019 thing kind of just happened. It\u2019s funny to say that in hindsight, because now it feels so natural\u201d \u2013 Zara Larsson<\/span><\/p>\n<\/blockquote>\n<p><strong>Going into swimwear feels like a natural extension of your brand, especially considering the aesthetic of <\/strong><strong><em>Midnight Sun<\/em><\/strong><strong>.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I\u2019ve realised that to be an artist and to have a brand is different than just making music or having products. It\u2019s the world you build around it that people can step into. Main Rose has been really fun to help me explore that side of building the universe, because it\u2019s more than just \u2018release a panty\u2019. We started off with underwear, and now, since I\u2019m some sort of self-proclaimed \u2018queen of summer\u2019 \u2013 it\u2019s like a part of my identity at this point \u2013 obviously swimwear had to come next. It\u2019s just the natural evolution.<\/span><\/p>\n<p><strong>Did you plan on becoming the queen of summer when making the album, or did that kind of just happen?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> It kind of just happened. It\u2019s funny to say that in hindsight, because now it feels so natural and obvious that that\u2019s what it was going to be. The thing is, my album was made around \u201cMidnight Sun\u201d, one of the first songs I wrote for the album. After I did that song, I knew that it was the centerpiece of the project. But the album in itself isn\u2019t really \u2018summer, summer, summer, summer\u2019. It\u2019s about many different things. But \u201cMidnight Sun\u201d really became <\/span><em><span>the girl<\/span><\/em><span> \u2013 and as she should.<\/span><\/p>\n<p><strong>I was sent the moodboard for the new collection, and, amongst other things, there\u2019s a picture of you front and centre. Are you your own favourite reference?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Wait, I wanna see that mood board. I wonder which one you got sent. But, yes, sometimes! Especially for Main Rose, because I\u2019m such a big part of it, it has to represent me and who I am. When we started out, I had this vision of it being quite Scandinavian, minimalistic, between accessible and premium \u2013 elevated. I still want that feeling but, actually, I\u2019m not the typical Scandinavian, Swedish girly, in all black and very sleek \u2013 I like a bit of fun. With the swim collection, we could allow ourselves to be more colourful and fun.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"0b8b0702-dedf-4c01-8d26-b43400739061\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Charlotte Rutherford, who you\u2019ve worked with a lot this era, was back to shoot the campaign. How important is she in building the <\/strong><strong><em>Midnight Sun<\/em><\/strong><strong> world?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I really wanted Charlotte to shoot it. She\u2019s done everything for me this era. My covers, my videos \u2013 everything visual in the <\/span><em><span>Midnight Sun<\/span><\/em><span> world. I was like, \u2018she needs to do the swimwear campaign\u2019, so my world as an artist and Main Rose can speak to each other. I want it to feel like an extension of me. But that\u2019s also something that\u2019s going to be exciting to keep building. Like what is me, and what is Main Rose, and how are they connected?<\/span><\/p>\n<p><strong>In being an extension of you, were you ever worried about it coming across like your own merch rather than a standalone fashion brand?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I think it\u2019s a lot more elevated than that. Like, my face isn\u2019t on the thing [<\/span><em><span>laughs<\/span><\/em><span>]. Or my name. In a dream world I want Main Rose to be heavily influenced by me, but also way bigger than me.<\/span><\/p>\n<blockquote>\n<p><span>\u201cWhen \u2018Midnight Sun\u2019 came out and people were like, \u2018oh my god, the dolphin meme\u2019, I thought, you know what, maybe somewhere, subconsciously, that dolphin was making a home in my brain\u201d \u2013 Zara Larsson<\/span><\/p>\n<\/blockquote>\n<p><strong>Alongside the music, a big part of the success of this era has been the fashion and how much people have connected with your aesthetic. I\u2019m sure you\u2019ve seen the TikTok comments like, \u2018that dolphin meme changed her life\u2019. So, can you once and for all confirm or deny whether the \u201cSymphony\u201d dolphin meme was the inspo for the aesthetic?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Hand on my heart, it was not. That\u2019s what\u2019s so crazy.<\/span><\/p>\n<p><strong>Really!?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> It really wasn\u2019t! I was very inspired by Madonna\u2019s \u201cRay of Light\u201d for the \u201cMidnight Sun\u201d video, and internet culture in general, but it really wasn\u2019t anything I was trying to recreate. Me and Charlotte were just having fun. But then when it came out and people were like, \u2018oh my god, the dolphin meme\u2019, I though, you know what, maybe somewhere, subconsciously, that dolphin was making a home in my brain. Because I see it. Of course I see it. It\u2019s the beautiful colours, it\u2019s the sunset, it\u2019s the water.<\/span><\/p>\n<p><span>So instead of being like, \u2018no, guys, you\u2019re wrong\u2019, I embraced it. It\u2019s actually really fun that people brought it up because it makes them feel like they\u2019re a part of my journey, almost creating the aesthetic with me in a way. So I just completely adopted the vision for that, and now the dolphin is my mascot.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"fc70b140-1fcf-4a52-a53c-b4340073b00e\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>And on your style evolution in general, I\u2019m sure you\u2019ve also seen the TikToks of people making compilations of how you used to dress a few years ago vs now, to illustrate your \u201crebrand\u201d.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> But they always pick the fucking most hideous outfits from the last ten years! I\u2019m like, girls, really?<\/span><\/p>\n<p><strong>Is that weird? Most people\u2019s awkward style phases aren\u2019t publicly dissected in the open like that.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Totally, totally. And you know what? I\u2019m actually quite happy about it. Because, in a lot of ways, they\u2019re right. My problem is that I love <\/span><em><span>everything<\/span><\/em><span>. I really love everything! I love every type of music, I love every type of fashion, every type of style \u2013 I have no discipline. And what helped me in this era is that I\u2019ve locked in to one thing, instead of \u2018today I\u2019m gonna be all-black leather, tomorrow I\u2019m gonna be cutesy cotton dress cottagecore\u2019. I think that\u2019s really what helped me.<\/span><\/p>\n<p><span>But I love what I wear. I\u2019ve always loved colour, I\u2019ve always loved extra-ness, sparkles, glitter, fluff \u2013 that is so me. But I\u2019m also telling myself: you can\u2019t go in every single direction every single day. Pick one. I\u2019ve just been a lot more disciplined this era, and I love that people can see that. People say \u2018rebrand\u2019, but I always say \u2018I don\u2019t think it\u2019s a rebrand because I didn\u2019t really have a brand [to begin with].\u2019 I think this is just me solidifying what I really like. And I think people respond to it because it\u2019s so authentic and genuine \u2013 at least that\u2019s how I feel.<\/span><\/p>\n<p><em><span>Scroll through the gallery above for the entire Main Rose swimwear campaign<\/span><\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! 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class=\"section-header__link\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70124\/1\/fashion\"><\/p>\n<h2 class=\"section-header__title\">READ MORE<\/h2>\n<p><\/a><\/div>\n<\/div>\n<div class=\"grid tag-article-list\">\n<div class=\"swiper swiper-latest\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70117\/1\/sofia-abadi-online-girl-in-a-hyper-femme-world-rising-designer\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Sof&#237;a Abadi \u2013 Heaven is Outside\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-11-1284-854\/azure\/dazed-prod\/1440\/3\/1443651.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Designer Sof\u00eda Abadi is creating a hyper-femme world <\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70109\/1\/what-went-down-at-oakley-s-field-gear-line-collection-launch\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Oakley <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Oakley\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-638-1999-1330\/azure\/dazed-prod\/1440\/3\/1443523.JPG\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">What Went Down at Oakley\u2019s Field Gear Line Collection launch <\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70114\/1\/when-exactly-coachella-aesthetic-soulless-sheinchella-influencers\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Kendall and Kylie Jenner, Coachella 2015\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/110-172-1975-1314\/azure\/dazed-prod\/1440\/3\/1443606.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">When exactly did the Coachella aesthetic become so soulless?<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70051\/1\/what-went-down-at-nike-toma-in-atlanta\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Nike <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Nike Toma in Atlanta\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-385-2720-1809\/azure\/dazed-prod\/1440\/3\/1443043.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">What went down at Nike Toma in Atlanta<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36952\/0\/coachella-2026-best-dressed-weekend-two\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Coachella 2026: Best dressed weekend two\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-204-2000-1330\/azure\/dazed-prod\/1440\/3\/1443588.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">The same, but different: All the celeb style from Coachella weekend two<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70106\/1\/moncler-have-a-puffy-summer-jamie-dornan-moss-freud-loewe-burberry\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Moncler Have a Puffy Summer\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-257-2399-1596\/azure\/dazed-prod\/1440\/3\/1443491.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Moncler is coming for summer with its line of little puffs<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70050\/1\/nikes-wild-card-team-kits-are-already-in-action\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Nike <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Nike Friendlies\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-573-2999-1995\/azure\/dazed-prod\/1440\/3\/1443032.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Nike\u2019s \u2018wild card\u2019 Team Kits are already in action<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70101\/1\/papa-yorick-westerkamp-gay-fantasy-sailors-maidens-pirates-the-patchwork-family\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"(PAPA) Yorick\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/228-38-2022-1345\/azure\/dazed-prod\/1440\/3\/1443471.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">This Dutch designer\u2019s \u2018gay fantasy\u2019 is full of farmers, pirates and sailors<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70054\/1\/nike-airmaxxing-with-singer-songwriter-simone-ruth\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Nike <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"[IMAGE 4] 09_Simone_040 1\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-445-2399-1596\/azure\/dazed-prod\/1440\/3\/1443064.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Airmaxxing with singer-songwriter Simone Ruth<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70090\/1\/rosalia-lux-world-tour-barcelona-fashion-religious-street-style-fans\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"TampioNiko_Rosalia_28\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-165-2272-1511\/azure\/dazed-prod\/1440\/3\/1443424.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Rosal\u00eda is my religion: Sacred street style from Lux Tour Barcelona<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70044\/1\/oakley-s-new-field-gear-line-collection\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Oakley <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"HEADER\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/202-0-2538-1688\/azure\/dazed-prod\/1440\/2\/1442950.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Oakley\u2019s new collection was designed to weather the storm<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70053\/1\/airmaxxing-with-multidisciplinary-creative-jake-elias\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Nike <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"[IMAGE 5] 05_Jacob_012\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-437-2399-1596\/azure\/dazed-prod\/1440\/3\/1443062.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Airmaxxing with multidisciplinary creative Jake Elias<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"newsletter-inline\" data-newsletter hidden>\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-11-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">Zara Larsson: Main Rose <span class=\"nowrap\">\u2013 Swim<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/0\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/1\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443670.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/2\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/3\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"1996\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2994-1996\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" width=\"2994\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/4\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443673.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36957\/5\/zara-larsson-main-rose-swim\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2000\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-3000-2000\/azure\/dazed-prod\/1440\/3\/1443666.jpg\" width=\"3000\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 11 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><a href=\"https:\/\/www.dazeddigital.com\/tag\/zara-larsson\"><span>Zara Larsson<\/span><\/a><span> is a Harmony Korine fan. Not only was <\/span><em><span>Spring Breakers<\/span><\/em><span> on the moodboard for her new swimwear line, she also chose the film\u2019s location \u2013 the sunshine state of Florida \u2013 to shoot the collection\u2019s campaign. \u201cIt\u2019s the most bonkers place ever. Wherever you look it\u2019s some weird shit going on,\u201d she says of Miami, straight after waxing lyrical about the film\u2019s influence on her. \u201cI just love that whole aesthetic,\u201d the singer says. \u201cI love the styling. I love that it feels young and free and a little messy.\u201d<\/span><\/p>\n<p><span>Over the last year, Larsson has been undergoing a fashion \u201crebrand\u201d, at least according to many online commentators. Her style and the <\/span><em><span>Spring Breakers<\/span><\/em><span> aesthetic can\u2019t be perfectly mapped onto each other, but the Swedish pop star\u2019s embrace of a summer-centric wardrobe over the last 18 months has resonated with her fans and the wider public, who, by Larsson\u2019s own admission, had struggled to engage with her as a person beside her radio hits. Though the fashion is fun and carefree, the singer has been \u201cmore disciplined\u201d during this era, sticking to one strong aesthetic rather than floating between many styles \u2013 and that\u2019s what she believes people have really responded to.<\/span><\/p>\n<p><span>Larsson\u2019s new, summer-centred aesthetic is a product of her fifth studio album, last September\u2019s <\/span><em><span>Midnight Sun<\/span><\/em><span>, whose sleeper success has taken her from pop\u2019s middle class to one of the biggest stars on the planet. With the album \u2013 and its effervescent, exuberant title track \u2013 Larsson finally assumed the position in culture that could back up her many hits. she also became the unofficial queen of summer, a status she has cemented by moving into swimwear with her brand Main Rose.<\/span><\/p>\n<p><span>A month after the release of\u00a0<em>Midnight Sun<\/em>, Larsson quickly established herself in the fashion space by co-founding Main Rose with entrepreneur Ben Eliass. Starting out with intimates and underwear, she followed her \u00a0instincts into the swimwear space. In the conversation below, we catch up with Larsson about the cinematic influences behind the collection and campaign, the many TikToks dissecting her fashion \u201crebrand\u201d \u2013 and she finally clears up whether that <a href=\"https:\/\/knowyourmeme.com\/memes\/rainbow-dolphin-symphony-dolphin\">dolphin meme<\/a> really inspired her aesthetic.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"1a986261-63c5-44c6-8fd7-b4340073986f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443665.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Before we get into the new swim collection, why did you want to launch your own brand in the first place?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I was hanging out with my friends at home in Stockholm, and I got introduced to Ben [Eliass], our co-founder, and we started talking about creating something really fun. I\u2019ve been the face of a few brands before, but I\u2019ve never created something of my own. Funnily enough, speaking of sex and relationships, we started talking about women\u2019s pleasure and intimacy, and stuff that just feels good. Underwear was one of them. We also started talking about sex toys.<\/span><\/p>\n<p><span>Because it\u2019s very new, Main Rose is such a fun playground to make anything that feels natural and nice, but rooted in some sort of pleasure and intimacy. I\u2019m still really open to exploring the whole sexual pleasure thing [in the future]. But we started off with underwear and intimates, because it felt really easy and natural. My ultimate outfit is just, like, a pair of panties. Everybody who knows me, they know the second I come home, all my clothes come off, and I\u2019m just in underwear. That\u2019s how I relax.<\/span><\/p>\n<blockquote>\n<p><span>\u201cThe \u2018queen of summer\u2019 thing kind of just happened. It\u2019s funny to say that in hindsight, because now it feels so natural\u201d \u2013 Zara Larsson<\/span><\/p>\n<\/blockquote>\n<p><strong>Going into swimwear feels like a natural extension of your brand, especially considering the aesthetic of <\/strong><strong><em>Midnight Sun<\/em><\/strong><strong>.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I\u2019ve realised that to be an artist and to have a brand is different than just making music or having products. It\u2019s the world you build around it that people can step into. Main Rose has been really fun to help me explore that side of building the universe, because it\u2019s more than just \u2018release a panty\u2019. We started off with underwear, and now, since I\u2019m some sort of self-proclaimed \u2018queen of summer\u2019 \u2013 it\u2019s like a part of my identity at this point \u2013 obviously swimwear had to come next. It\u2019s just the natural evolution.<\/span><\/p>\n<p><strong>Did you plan on becoming the queen of summer when making the album, or did that kind of just happen?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> It kind of just happened. It\u2019s funny to say that in hindsight, because now it feels so natural and obvious that that\u2019s what it was going to be. The thing is, my album was made around \u201cMidnight Sun\u201d, one of the first songs I wrote for the album. After I did that song, I knew that it was the centerpiece of the project. But the album in itself isn\u2019t really \u2018summer, summer, summer, summer\u2019. It\u2019s about many different things. But \u201cMidnight Sun\u201d really became <\/span><em><span>the girl<\/span><\/em><span> \u2013 and as she should.<\/span><\/p>\n<p><strong>I was sent the moodboard for the new collection, and, amongst other things, there\u2019s a picture of you front and centre. Are you your own favourite reference?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Wait, I wanna see that mood board. I wonder which one you got sent. But, yes, sometimes! Especially for Main Rose, because I\u2019m such a big part of it, it has to represent me and who I am. When we started out, I had this vision of it being quite Scandinavian, minimalistic, between accessible and premium \u2013 elevated. I still want that feeling but, actually, I\u2019m not the typical Scandinavian, Swedish girly, in all black and very sleek \u2013 I like a bit of fun. With the swim collection, we could allow ourselves to be more colourful and fun.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"0b8b0702-dedf-4c01-8d26-b43400739061\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443663.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>Charlotte Rutherford, who you\u2019ve worked with a lot this era, was back to shoot the campaign. How important is she in building the <\/strong><strong><em>Midnight Sun<\/em><\/strong><strong> world?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I really wanted Charlotte to shoot it. She\u2019s done everything for me this era. My covers, my videos \u2013 everything visual in the <\/span><em><span>Midnight Sun<\/span><\/em><span> world. I was like, \u2018she needs to do the swimwear campaign\u2019, so my world as an artist and Main Rose can speak to each other. I want it to feel like an extension of me. But that\u2019s also something that\u2019s going to be exciting to keep building. Like what is me, and what is Main Rose, and how are they connected?<\/span><\/p>\n<p><strong>In being an extension of you, were you ever worried about it coming across like your own merch rather than a standalone fashion brand?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> I think it\u2019s a lot more elevated than that. Like, my face isn\u2019t on the thing [<\/span><em><span>laughs<\/span><\/em><span>]. Or my name. In a dream world I want Main Rose to be heavily influenced by me, but also way bigger than me.<\/span><\/p>\n<blockquote>\n<p><span>\u201cWhen \u2018Midnight Sun\u2019 came out and people were like, \u2018oh my god, the dolphin meme\u2019, I thought, you know what, maybe somewhere, subconsciously, that dolphin was making a home in my brain\u201d \u2013 Zara Larsson<\/span><\/p>\n<\/blockquote>\n<p><strong>Alongside the music, a big part of the success of this era has been the fashion and how much people have connected with your aesthetic. I\u2019m sure you\u2019ve seen the TikTok comments like, \u2018that dolphin meme changed her life\u2019. So, can you once and for all confirm or deny whether the \u201cSymphony\u201d dolphin meme was the inspo for the aesthetic?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Hand on my heart, it was not. That\u2019s what\u2019s so crazy.<\/span><\/p>\n<p><strong>Really!?<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> It really wasn\u2019t! I was very inspired by Madonna\u2019s \u201cRay of Light\u201d for the \u201cMidnight Sun\u201d video, and internet culture in general, but it really wasn\u2019t anything I was trying to recreate. Me and Charlotte were just having fun. But then when it came out and people were like, \u2018oh my god, the dolphin meme\u2019, I though, you know what, maybe somewhere, subconsciously, that dolphin was making a home in my brain. Because I see it. Of course I see it. It\u2019s the beautiful colours, it\u2019s the sunset, it\u2019s the water.<\/span><\/p>\n<p><span>So instead of being like, \u2018no, guys, you\u2019re wrong\u2019, I embraced it. It\u2019s actually really fun that people brought it up because it makes them feel like they\u2019re a part of my journey, almost creating the aesthetic with me in a way. So I just completely adopted the vision for that, and now the dolphin is my mascot.<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"fc70b140-1fcf-4a52-a53c-b4340073b00e\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" class=\"img\" height=\"2001\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443672.jpg\" width=\"3000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Zara Larsson\u2019s Main Rose <span class=\"nowrap\">swimwear line<\/span><\/span><span class=\"credit\">Photography Charlotte Rutherford<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><strong>And on your style evolution in general, I\u2019m sure you\u2019ve also seen the TikToks of people making compilations of how you used to dress a few years ago vs now, to illustrate your \u201crebrand\u201d.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> But they always pick the fucking most hideous outfits from the last ten years! I\u2019m like, girls, really?<\/span><\/p>\n<p><strong>Is that weird? Most people\u2019s awkward style phases aren\u2019t publicly dissected in the open like that.<\/strong><\/p>\n<p><strong>Zara Larsson:<\/strong><span> Totally, totally. And you know what? I\u2019m actually quite happy about it. Because, in a lot of ways, they\u2019re right. My problem is that I love <\/span><em><span>everything<\/span><\/em><span>. I really love everything! I love every type of music, I love every type of fashion, every type of style \u2013 I have no discipline. And what helped me in this era is that I\u2019ve locked in to one thing, instead of \u2018today I\u2019m gonna be all-black leather, tomorrow I\u2019m gonna be cutesy cotton dress cottagecore\u2019. I think that\u2019s really what helped me.<\/span><\/p>\n<p><span>But I love what I wear. I\u2019ve always loved colour, I\u2019ve always loved extra-ness, sparkles, glitter, fluff \u2013 that is so me. But I\u2019m also telling myself: you can\u2019t go in every single direction every single day. Pick one. I\u2019ve just been a lot more disciplined this era, and I love that people can see that. People say \u2018rebrand\u2019, but I always say \u2018I don\u2019t think it\u2019s a rebrand because I didn\u2019t really have a brand [to begin with].\u2019 I think this is just me solidifying what I really like. And I think people respond to it because it\u2019s so authentic and genuine \u2013 at least that\u2019s how I feel.<\/span><\/p>\n<p><em><span>Scroll through the gallery above for the entire Main Rose swimwear campaign<\/span><\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.dazeddigital.com\/fashion\/article\/70124\/1\/zara-larsson-main-rose-swimwear-all-my-clothes-come-off-rebrand-dolphin-meme&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/489-486-2316-1544\/azure\/dazed-prod\/1440\/3\/1443667.jpg&#8221;] Photography Charlotte Rutherford April\u00a0 22,\u00a0 2026 Fashion \/ Q+A Fashion \/ Q+A Zara Larsson: \u2018The second I come home, all my clothes come off\u2019 We catch up with the Swedish pop superstar about her new swimwear line, moving into the sexual intimacy space, and why her much-hyped fashion \u2018rebrand\u2019 isn\u2019t a rebrand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,76],"class_list":["post-1896150","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1896150","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1896150"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1896150\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1896150"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1896150"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1896150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}