Primark has drafted in former Zara executive Paula Dumont Lopez months after value fashion rival New Look made a dramatic U-turn over her appointment.

Dumont Lopez, who began her career at Inditex-owned Zara and also spent time at Espirit, will take up the role as Primark’s new trading director next month.

She will be responsible for Primark’s womenswear operations in all of the markets in which it operates, including the UK and the US.

According to Sky News, Primark boss Paul Marchant revealed details of the appointment to his senior leadership team last week.

As previously reported by Retail Week, Dumont Lopez had been poised to join New Look as chief creative officer earlier this year.

However, her appointment was canned following the exit of chief executive Anders Kristiansen.

Alistair McGeorge, who has taken the reins at the ailing business, opted instead to keep veteran Roger Wightman in the role.

Primark owner Associated British Foods declined to comment on the appointment of Dumont Lopez.