Founded by Samantha Cameron in 2017, Cefinn is a London-based label creating chic fashion for multitasking women. Every piece is designed to be smart, modern and feminine. Easy to wear and elegantly understated, it’s fashion you don’t have to overthink – step into it in the morning and you’re good to go 24/7, from a day in the office to a dinner date with friends.

'I wanted to design a collection that had a very modern fashion edge but was easy to wear, style and look after, (many pieces in the collection are machine washable), I want to make it simple for women to feel fashionable, feminine and confident. As a busy working mother, partner and professional creative I was frustrated by not being able to find contemporary priced, high quality, go-to fashion staples to take me through breakfast with the family and a day in the office followed by an evening out with my friends.'

Samantha Cameron, Creative Director & Founder
 Pronounced ‘Sefin’ to rhyme with ‘Elfin’, is based on an acronym of Samantha’s surname, Cameron, and her children’s initials: Elwen, Florence, Ivan and Nancy.
Your ultimate day-to-evening urban wardrobe, the collection is designed to step into and step out the door, knowing you’ll look as good when you get home as you did when you left the house. Office-appropriate but with a creative fashion edge, the pieces seamlessly take you from the workplace to a night out on the town and look as good with trainers as they do switched up with a heel. 
Every Cefinn piece starts with the fabric. 'Fabrics became my obsession,' says Samantha. 'I travelled extensively to fabric fairs and mills, testing every sample to see how it creased, did it wash well, would it bobble after repeat wears, does it look beautiful and feel luxurious.' The core collection is machine-washable and crease-resistant, with more than half the pieces made from Cefinn’s signature Techni Voile fabric, which you can throw in the washing machine, hang up to dry and step into in the morning looking effortlessly polished. No dry-cleaning, no ironing, no stress.   
 Feminine and flattering, Cefinn is designed around all shapes and sizes, from 6 to 16, with silhouettes that accentuate the positive. Each piece is extensively fitted in our London studio to ensure consistency, comfort and ease of movement so you can always look effortless and chic.


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