Scandinavia has a new fashionable underwear brand: Main Rose.
The Swedish singer Zara Larsson is the muse and the creative head behind it. It founded the brand together with the British entrepreneur Ben Eliass, who also had the idea behind the care brand Estrid.
The first collection comprises 30 models made of soft fabrics like Modal. It also contains a loungewear area with a focus on expressive cuts, decorations and a ‘clean’ styling. No information on sustainability is given in the press release. The prices for a slip begin at 19 euros. The sizes range from XS to XXL. The debut collection will be published on Mainrose.com on October 15. Further drops will follow in the course of 2026.
Larsson first divided the news of the market launch with its 8.7 million followers: inside on Instagram. She posted a photo of herself in one of her own lingerie design, sitting on a golden sculpture. The design is simple and skin -colored, but also looks sexy due to the transparent fabric. She wrote: “Ultimately, my dream outfit is nothing more than a string.” In the press release, Larsson describes her brand more objective than an expansion of itself. The idea arose from many conversations about enjoyment or ‘Pleasure’: the things that make everyday life more pleasant. Interesting underwear is one of them, says Larsson.
With the introduction of Main Rose, Larsson breaks with the conservative ideas of Scandinavian, mostly minimalist design. It enters a market that is usually not associated with the Nordic countries: exciting lingerie.
This article was used with digital tools translated.
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