Overview

• Primark's Paula Echevarria Lola V-Neck Maxi Dress, priced at £26, has become a viral sensation on TikTok, with influencers highlighting its design and affordability.
• The dress, available in black, green, and red and in sizes XS to XXL, features a V-neckline, ruffle cap sleeves, crochet detailing, and a sheer layer below its mid-thigh lining.
• TikTok influencer Perrie Sian’s video showcasing the dress garnered over 702k views and 23.6k likes, with shoppers praising its flattering fit and stylish design.
• Consumer demand has surged, with shoppers describing the dress as “stunning,” “divine,” and comparable to high-end pieces, leading to sellouts in stores and online.
• Primark has confirmed plans to roll out click-and-collect services to all branches by the end of 2025, aiming to enhance convenience for its growing customer base.