IF you haven’t been living under a rock, then you’ll know Primark has really stepped up its summer collections this year.
There’s more celeb collabs (we’re looking at you, Rita Ora), co-ords designed for mixing-and-matching and even dupes of viral Zara pieces.
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What’s more, the fast fashion brand is placing an emphasis on its clothes to be worn over and over as part of its commitment to sustainability.
To enable this, bosses vowed to strengthen the durability of all Primark clothes by 2025.
Similarly, they pledged to make every item recyclable by 2027.
So, it makes sense why fashion fans are racing to nab a brand new cotton dress from Primark.
The Paula Echevarría Tiered Prairie Midi Dress costs just £25 and was designed to “make you feel like a fairy”, designers said.
The frock is part of the retailer’s latest collection with Spanish actress and model Paula Echevarría.
The shell of the dress is made from 100% cotton, while the lining is made from 95% cotton and 5% lyocell.
You can pick it up in black or light pink – but it’s the darker hue that’s had fashionistas gushing on Instagram this week.
“I need that black dress in my life,” Tracey Stewart said.
“Oh my god, that black dress is gorg,” Elis Horne added.
“It’s THE dress of the summer,” Sarah Tuber quipped.
If you don’t want to risk it being out-of-stock by the time you can next get to Primark, it’s also available for click and collect.
The midi length offers a flattering silhouette that’s both chic and versatile
Primark bosses
“Treat your summertime wardrobe to our tiered prairie midi dress,” bosses at the retail giant said.
“It’s a romantic style you can wear occasion after occasion.
“Fashioned with delicate tiers of lightweight fabric, this dress exudes a romantic prairie-inspired vibe, perfect for both sunny picnics and special occasions alike.
“The ruffled cap sleeves and squared neckline add a touch of allure too, gracefully framing the shoulders while flattering your neckline.
“The midi length offers a flattering silhouette that’s both chic and versatile, allowing you to dress it up with heels or keep it casual with sandals.
“Whether you’re attending a garden party, a dinner with friends, or simply enjoying a leisurely day out, this midi dress is sure to have you twirl through the day in style.”
Primark’s history
PRIMARK first opened in 1969 as Pennies in Dublin, hoping to provide affordable fashion in Ireland.
A Primark store officially opened as Primark in 1974 in Derby.
The retailer now has 193 stores across the UK and 441 stores worldwide with a goal of running 530 stores by the end of 2026.
