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.
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.
Where can you buy it?
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.
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.
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…