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About Cefinn

Cefinn is a contemporary designer womenswear brand based in London and launched in February 2017 by Samantha Cameron. The brand focuses on design-led, go-to day wear, it is a collection of discerning staples for busy women - an easy, hardworking urban uniform; they can be dressed up or dressed down whether you’re having breakfast with your children, lunch with a colleague or a client, or dinner with your partner or friends.

The Cefinn woman has a busy life, and needs clothes that are going to work hard for her. She has a discerning yet relaxed sense of style: she wants to look and feel fashionable and feminine and she is confident that her love of great design does not detract from her dignity or intelligence.

Cefinn takes inspiration from the Bauhaus and its focus on form and function. The core philosophy is the idea that the aesthetic of a garment is as important as its functionality. Clothes don’t need to be either stylish or practical. For Cefinn, they are both.

Pieces are versatile and they are made to last: shapes are clean and considered, materials are not only durable but they also feel and look luxurious. This is a capsule wardrobe that fits together, and the next collection will build on what has come before. Cefinn is the quintessential uniform for the busy urban woman.

“A definitive collection of wearable wardrobe staples and transitional buy-now-wear-now looks that are super stylish, as well as functional and practical.”
Alison Loehnis, CEO Net-a-Porter

“Samantha Cameron is recognized for her elegant, easy sense of style and that’s exactly what this first collection delivers.”
Heather Gramston, Women’s Wear Buyer, Selfridges

About Samantha

“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

Samantha studied Fine Art. She was Creative Director at British luxury leather goods brand Smythson from 1997 to 2010. She became a part time Creative Consultant to the brand when her husband became Prime Minister of the UK in 2010. Samantha is an Ambassador for the British Fashion Council and is on the judging panel of the Vogue Fashion Fund. She won a Glamour Award for Accessory Design in 2009 in and was voted International Best Dressed in Vanity Fair 2015. She has had 4 children and the name of the brand is based on her children’s initials.