When women collaborate, culture shifts.
As global pop powerhouse Zara Larsson launches her 30+ city North American headlining Midnight Sun tour, she’s doing more than stepping onto the stage; she’s stepping into community, and she’s bringing thousands of young women with her.
In a new partnership with Urban Outfitters, Larsson becomes the face of a campaign rooted in shared stories, self-expression, and the unapologetic celebration of girlhood in all its forms.
A Campaign That Centers Her — and You
Zara Larsson has always made empowerment part of her brand. From anthems that radiate independence to interviews where she speaks candidly about confidence and ambition, she represents a generation of women who refuse to shrink.
“I’ve always loved bringing people into my world through my music, my shows, and the moments that make it all matter,” Larsson shared as the tour kicks off. That philosophy now extends beyond the stage.
Partnering with Urban Outfitters, the new “Add to Story” campaign invites young women to do exactly that: add their voices. Through weekly prompts community members are encouraged to share their stories. Everything from school milestones and sports wins to everyday triumphs that deserve recognition; It’s not about follower counts, it’s about perspective.
This is where the power lies.
From Followers to Founders of Culture
At the heart of the initiative is Me@UO, Urban Outfitters’ always-on community platform that prioritizes emerging voices, particularly those with under 10,000 followers and strong engagement. In an industry that often equates influence with scale, this model flips the script.
Instead of chasing viral fame, Me@UO rewards authenticity. Members gain access to exclusive brand experiences, affiliate earning opportunities, and real-life events designed to foster connection, not just content.
This is girl power redefined for Gen Z: collaborative, creative, and community-led.
Taking Up Space Together
Perhaps the boldest move? Urban Outfitters is opening the doors to what were once creator-only spaces. The brand is inviting its top 100 contributors, plus a guest, to Meet Me@UO, a two-day immersive experience in Joshua Tree, California.
The event promises surprise performances, immersive brand moments, giveaways, and meaningful connection. It’s not just a trip, it’s a statement. Brands should be lived in, not just liked.
In a world where women are often encouraged to compete, this campaign builds something collective celebration.
A New Chapter for Female Community
Cyntia Leo, Head of Brand Marketing at Urban Outfitters, describes this moment as “our next chapter of connection.” For the girls submitting their stories, attending the events, and seeing themselves reflected in a national campaign, it’s also a chapter of visibility, and visibility matters.
When a global pop star and a major lifestyle brand invest in elevating everyday young women, not just established influencers, they’re reinforcing the powerful message that your story counts.
Zara Larsson’s tour may be called Midnight Sun, but this campaign feels more like a sunrise that is bright, bold, and full of possibility.
When women amplify each other, everyone shines.
