Get to know: Paula Echevarría

Introducing our womenswear brand ambassador Paula Echevarría! Best known for being a Spanish actress on TV shows, such as Velvet and Spain’s Got Talent — she certainly brings her signature style and sophistication to our brand ambassador roster!

It was this innate love of fashion and styling that led to her debut collection with Primark in 2022, and a further six ranges (and counting!). All while amassing a whopping 3.7 million Instagram followers, keen to see how she’s styling the latest trends. The popularity of her Primark outfits in the media and on socials meant creating a longstanding Primark Presents Paula Echevarría partnership was a no-brainer!

Off the back of the success of the seventh womenswear collection, it’s easy to reflect on how far the partnership has come since the initial capsule ranges of winter warmers and partywear. The current collection offers something for every customer, from sun-soaked Spanish-inspired silhouettes to timeless wardrobe staples — Paula believes this versatile appeal comes from her creative freedom during the pre-launch process: “I love working with a brand like Primark because of the potential and reach that they have. They make the whole process so easy and there is never no for an answer!”

Versatility has and continues to be, at the heart of every Primark Presents Paula Echevarría range, without sacrificing on style or finesse. This manifested itself in the summer 2025 range as fashion-forward swimwear, printed beach co-ords, floaty dresses and texture-focused accessories, all designed to make a statement — smart or casual. Because sometimes, deciphering the dress code is the hardest part of deciding what to wear! Paula admits that it’s a piece of advice from her mum that helps her toe that fine line between overdressed and underdressed: “She once told me that you are the same when you go out to dinner as when you go to buy bread. This means don't neglect yourself at any time, but don't overdo it either.”