“As a creative director at Smythson and during my life in Number 10 Downing Street I always found it hard to source contemporary trend-led pieces, which were not 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.  And so, I created Cefinn. We are all about elegant, effortless pieces you can grab out of your wardrobe, that are not complicated or fussy, with clever, stylish details for those of us who adore fashion and want a hint of laid-back catwalk glamour. And even our most show-stopping dresses can be put into the washing machine.  One of the first people I showed the collection to was Anna Wintour and she loved the fact it spoke to real women and how we live our lives. She was very much, ‘Stick with that!’”


Samantha Cameron, Creative Director & Founder