MAIN ROSE by Zara Larsson And Ben Eliass

At the heart of MAIN ROSE is Zara Larsson — one of Sweden’s most recognizable global voices and now, the creative mind reshaping how intimacy meets design. As co-founder and Creative Lead, Zara infuses the brand with her bold visual sensibility and fearless individuality. MAIN ROSE isn’t just an extension of her artistry; it’s her declaration that Scandinavian creativity can be sensual, expressive, and unapologetically personal.

Ben Eliass: Strategy with Soul

Alongside Zara is co-founder and Working Chairman Ben Eliass, a cultural strategist known for turning ideas into movements. Ben brings precision to Zara’s passion, grounding MAIN ROSE’s creative spirit in thoughtful execution and long-term vision. Together, they’ve built more than a brand — they’ve built a statement on identity, intimacy, and innovation.

The Essence of MAIN ROSE

MAIN ROSE is an independent lifestyle brand redefining what it means to wear the “first layer.” Rooted in Scandinavian minimalism but pulsing with modern energy, the brand crafts intimate wear and base layers that fuse comfort, function, and cultural relevance. Each piece is designed to elevate the everyday — proof that what’s closest to the body deserves as much artistry as what the world sees.