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Founded by Samantha Cameron in 2017, Cefinn is a London-based label creating chic, grown-up fashion for the multitasking urban woman. 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.


Samantha created Cefinn to fill the gap in the market for fashion-forward pieces that work hard for busy women. 'As a creative director at Smythson and during my life at Number 10 Downing Street I always found it hard to source contemporary, trend-led pieces that weren’t corporate or dull. I wanted beautiful clothes that made me feel confident, cool and appropriate but, given my hectic life as a working mother of four, didn’t require endless dry cleaning and could carry me from the school gate to the office to an evening event. Cefinn is all about effortless pieces with stylish details and a hint of laid-back, catwalk glamour.'

 Samantha Cameron, Creative Director & Founder


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. 



‘It was during her years at Number 10 that Samantha Cameron realised there was a “gap for smart daywear that was also modern and feminine”. Cue Cefinn, which is particularly strong on sleek 24/7 dresses.’ Anna Murphy, Fashion Director, The Times

‘A year on, her label still gets our vote, with a tight edit of pieces you can wear to work, then onto dinner and drinks. Crucially, everything is pragmatic without being boring: think wearable colours, exposed zips and flattering, modern cuts.’ Bethan Holt, Fashions New and Features Director, Sunday Telegraph and Stella Magazine

Cefinn is a distillation of her personal style: well-cut separates and elegant dresses in a tight colour pallet. Her collection is full of those useful pieces that are surprisingly hard to find – with some slick fashion elements. Lisa Armstrong, Fashion Director, The Daily Telegraph

Fit & Function

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.

Ecommerce & Retail Partners

Cefinn launched February 2017 in Net-a-Porter and Selfridges.

The brand is now also stocked at:


The Modist.com

Harvey Nichols


Beams Japan

Rocca Boutique



About Samantha Cameron

'I wanted to design a collection that had a very modern fashion edge but was easy to wear, style and look after, (the majority of the collection is 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


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.