Get To Know: Paula Echevarría

Introducing our womenswear brand ambassador, Paula Echevarría. Best known as a Spanish actress on TV shows like Velvet and Spain’s Got Talent, she brings her signature style and sophistication to our brand ambassador lineup.

It was this innate love of fashion and style that led to her debut collection with Primark in 2022, and another six more (and counting!). All with whopping 3.7 million Instagram followers, excited to see how she’s styling the latest trends. The popularity of her Primark looks in the media has shown that creating a longstanding Primark Presents Paula Echevarría partnership was a no-brainer!

Following the success of the seventh womenswear collection, it’s easy to reflect on how far the partnership has come since the initial capsules of winter warmers and partywear. The current collection has something for everyone, from sun-soaked Spanish-inspired pieces to classic style essentials — Paula believes this versatility 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's never no for an answer!”

Versatility without sacrificing style is at the heart of every Primark Presents Paula Echevarría collection. In the summer 2025 collection, it's all about on-trend swimwear, printed beach sets, floaty dresses and textured accessories, all designed to make a statement — dressy or casual. Because sometimes deciphering the dress code is the hardest part of deciding what to wear. Paula says it’s advice from her mom that helps her toe the fine line between overdressed and underdressed: “She once told me that you're 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.”