Samantha Cameron was once known as the wife-of-David. But now she is carving out a niche of her own.
Words by Charlotte Pasha
If you've ever seen Cefinn clothes, you know they really are designed for real women.
Women going from boardroom to bar, from school run to office and everything in between.
With sleekly tailored trousers, smart shirts and colourful dresses, it ensures there is nothing boring, but everything practical, about workwear.
And according to Samantha, the brand’s USP is its versatility.
She describes is as “chic, hard-working fashion that looks as good at the end of the day as it did at the start, with little to no creasing and that can be put in the washing machine!”
“It’s your ultimate day-to-evening wardrobe that takes you from the workplace to a night on the town switching up trainers for heels,” Samantha says.
“Cefinn creates chic, grown-up fashion for the multitasking 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 – easy to wear, easy to style.”
Perhaps Samantha was always destined to end up in fashion.
“When I was a child my aunt worked for Jasper Conran and my mum’s best friend was Bruce Oldﬁeld so we got to wear their samples as teenagers.
“I used to make my own clothes and loved browsing through September Vogue – all the lovely winter colours and textures,” she says.
Samantha was creative director at Smythson (141-142 Sloane Street) until 2010, after which she gleaned a unique perspective on fashion.
While in Downing Street, she spent years having to dress for a huge range of functions, which proved invaluable learning experience.
“It was a huge honour to be able to wear so many of our incredibly talented young British designers during my time at Downing Street.
Modern, versatile, wearable
“Many became good friends and are the most lovely, hard-working, supportive group of people I have had the pleasure to get to know.
“I saw a gap in the market for quality design that wasn’t at a luxury price point but could see you through a busy day and going out for dinner after work, that looked good from start to ﬁnish.
“A brand that was modern, versatile and wearable,” she says.
If you’re popping into the King’s Road shop to look for winter knits and layering pieces, you won’t be disappointed.
“We also have a selection of velvet dresses and suiting for the winter party season.
“My favourite pieces are our winter velvets, party pieces and our Sullivan Coat.
“For me a coat is key, it pulls a look together, instantly making you feel elegant and ready to go,” Samantha says.
The brand is pronounced ‘Seﬁn’.
It is “based on an acronym of my surname, Cameron, and my children’s initials: Elwen, Florence, Ivan and Nancy.”
It’s just one indication of how family minded Samantha is.
For her, switching off involves “coming home in the evening, spending time with my husband and kids, listening to music and watching TV.”