The Standout Pieces From Samantha Cameron’s New Fashion Brand

It’s the moment we’ve all been waiting for patiently: Samantha Cameron’s first collection for her label Cefinn has launched. We’ve been wondering what exactly the successful businesswoman – and former PM’s wife – had in store for us, and now we know for sure.

“I wanted to create a brand made for practical, modern women who enjoy
clothes and whose love of fashion doesn’t detract from their dignity and
intelligence,” states Sam on the brand’s website. So what does this mean in terms of aethetic? A series of easy-to-wear mix and match pieces with a a focus on elegance, style, functionality and quality, that’s what.

The collection features pieces in a capsule palette of smart navy,
khaki, neutrals and red, with a bold check print making an appearance on
key pieces – such as a smart funnel-neck dress and a floaty fishtail

Want to know more? Here are the answers to a few FAQs about this hotly anticipated
high-end high-street brand, and our pick of the most wearable pieces…

What’s the concept?

“I wanted to create an urban uniform
for busy women who love fashion,” Samantha Cameron explained. That means
a contemporary, capsule wardrobe that will take women from daytime to
evening – and she’s been true to her word on this.


Funnel Neck Midi Dress, buy now at Cefinn for £270

Fine Wool Funnel Neck Sleeveless Dress, buy now at Net-A-Porter for £250

Why is it called Cefinn?

Before you start flicking through the dictionary, the new label is actually inspired by the initials of Cameron’s four children: Elwen, Florence, Ivan and Nancy.

Tailored Maxi Culottes, £210; Funnel-Neck Sleveless Blouse (coming soon); at Cefinn

Where can you buy it?

The first collection is available on Cefinn’s own website, as well as via Net-A-Porter and select Selfridges stores, including London, Birmingham and Manchester.

How much does it cost?

You may be surprised to read that the collection is quite reasonably priced, with the 40-piece collection costing between £100 and £400 per item.

Zip Funnel-Neck Midi Dress, buy now from Cefinn for £290

Does she have any fashion credibility?

Well yes, actually. Pre-Downing Street, Sam Cam was creative director of a brand called Smythson, which she successfully transformed from a stationary brand into a luxury fashion label, too. Post-Downing Street, her fashion credentials were further emboldened by her work as an ambassador for British designers, working closely alongside the British Fashion Council. And you could say fashion credibility is in the family – Samantha’s sister is deputy editor at Vogue.

Belted Cocoon Coat, £390 (coming soon), from Cefinn

Any stand-out pieces emerging yet?

The first image released last year, of a mid-calf length skirt and matching sleeveless top in grey got fashionistas pretty excited. Suffice to say, we’re liking what we see…

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