LA Weekly
Global pop sensation Zara Larsson has partnered with Urban Outfitters just as she launches her highly anticipated North American headlining tour in support of her hit single and tour namesake, Midnight Sun.
The collab, announced yesterday, Feb. 25, aligns with Urban Outfitters’ new “Add to Story” initiative, which encourages community members to share personal moments from everyday life — including school, sports, friendships, and live events like Larsson’s concerts — through weekly prompts. The campaign emphasizes authentic, participatory storytelling over passive consumption.
Larsson, known for her genuine fan connections (including viral onstage moments), is excited for the project. “I’ve always loved bringing people into my world through my music, my shows, and the moments that make it all matter, in real time,” she told PAPER, our sister magazine. “Like Urban Outfitters, I wanted to build something where anyone can do that too. Share your perspective, connect with others, and be part of something exciting that celebrates you.”
Complementing the campaign is the launch of Me@UO, a community platform focused on emerging creators with strong engagement but under 10,000 followers. Participants gain access to exclusive content, campaign features, affiliate opportunities, and real-world experiences. Top contributors — the top 100 from the “Add to Story” season — will be invited to a two-day brand event in Joshua Tree, featuring immersive activities, surprise performances, and giveaways. Learn more about how to join the UO community here.
“This is our next chapter of connection,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters. “We’re moving from campaigns you watch to campaigns you join. Add to Story celebrates the moments people are actually living, and Zara embodies that spirit authentically.”
This leg of the Midnight Sun tour will kick off Feb. 28 in Portland, spanning more than 30 cities, and will land at the Wiltern March 4 and 5. Larsson anticipates it will be her most fulfilling tour yet, highlighting larger crowds, elevated production, and the joy of real-time connections. “I want to make sure people leave my shows feeling euphoric and happy,” she said, adding that embracing one’s current self is key: “You just have to live with who you are right now, and I think that’s all you’ve got to do.”
Urban Outfitters is promoting tour-ready looks inspired by the campaign, featuring bold, festival-appropriate styles that Larsson showcases in promotional imagery. The partnership underscores a shared focus on community-driven experiences, inviting fans and creators alike to contribute to a larger story. For more details, visit urbanoutfitters.com.
This story is a collaboration between Urban Outfitters and LA Weekly’s sister publication PAPER.