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.’

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