Samantha Cameron’s fashion brand Cefinn has become a royal favourite

Since launching in 2017, Samantha Cameron’s fashion brand Cefinn has garnered widespread acclaim, gracing the wardrobes of notable figures and even royalty.

Its contemporary designs have been worn by the Princess of Wales, Queen Camilla, the Duchess of Edinburgh, Zara Tindall, and Princesses Beatrice and Eugenie.

With family at the heart of her company – ‘Cefinn’ is a loose acronym of the founder and her four children’s names – Lady Cameron serves as creative director.

The wife of former prime minister and foreign secretary David Cameron has had a distinguished career, having previously served in the same role at luxury goods brand Smythson and as an ambassador for the British Fashion Council.

Cefinn prides itself in creating pieces that customers can ‘love now and wear forever,’ a philosophy that resonates well with today’s Royal Family, who are praised for re-wearing their favourite pieces.

The womenswear brand, which has a flagship store on Elizabeth Street in Belgravia, works with a select number of high-quality factories across the world.

While every item is designed by Lady Cameron, the garments are produced in the region where the fabric comes from for what she says are sustainability reasons. 

For instance, tailoring is made in Portugal, silk pieces in China, and cotton in India.

The decision not to manufacture in the UK has upset some industry figures though. 

Fashion insider Jenny Holloway, who owns two UK factories, called previous remarks made by Lady Cameron on the subject ‘shocking’.

She had said there was not ‘a very established, industrial fashion industry’ in Britain.   

However, Lady Cameron has defiantly stuck to her guns in manufacturing abroad.  

Cefinn’s meticulous approach includes creating each fabric from the ground up, ensuring both durability and easy maintenance – many pieces are machine washable and do not require ironing.

Catering to the needs of busy women, the brand aims to ensure that customers exude confidence and comfort, whether they’re at work, enjoying a weekend outing or attending a special event. 

Distinctive prints cleverly incorporate a touch of black or white so that they can be paired with existing accessories from any closet.

To date, Kate Middleton has showcased three dresses – the leopard print ‘Astrid’, ‘Petra’ and knitted ‘Eva’ – along with the ‘Riley’ blouse and sleeveless ‘Janie’ jumper. 

Last June, she demonstrated her fashion credentials in the breezy ‘Petra’ dress while meeting health workers in Nuneaton.

The Princess’s shirt dress exemplified the brand’s ability to effortlessly suit any occasion.

Crafted from pure silk, it featured an elasticated back panel, flattering darting and a unique leopard pansy print.

Later in autumn 2023, Kate embraced cold weather elegance in the cosy ‘Janie’ jumper, paired with trousers in a matching hue.

The versatile piece combined comfort and style, making it equally appealing with a T-shirt and jeans or a flowing dress.  

Meanwhile, Queen Camilla, who is also a longtime fan, selected the glamorous ‘Hira’ stretch lace dress for the Braemar Literary Festival. 

The fit-and-flare silhouette incorporated godet pleats for added movement, complemented by metallic embroidery for a touch of sparkle.

Around the same time, the Duchess of Edinburgh packed a stunning Cefinn dress in her luggage for a trip to Colombia in support of the Women, Peace and Security Agenda (WPS).

Sophie exuded elegance when she debuted the ‘Daria’ dress, made from shimmering leopard-jacquard satin.

Prior to this, Princesses Beatrice and Eugenie have both favoured the brand on casual and formal occasions, including Royal Ascot. 

And Cefinn, which evidently understands the demands of a fast-paced lifestyle, has also recently been worn by Zara Tindall. 

At this year’s Cheltenham Festival, the royal paired one of the brand’s signature blouses with a Veronica Beard suit.

The lightly shaped silhouette and rust colour beautifully complemented Zara’s navy suit, especially with the addition of a coordinating pillbox hat. 

Naturally, Lady Cameron serves as the primary ambassador for her brand and chooses her designs for most of the events she attends. 

She undertook a pattern-cutting course during her husband’s second term in office and launched Cefinn three months after his resignation in 2016. 

Subsequently, Cefinn is closely associated with Lady Cameron’s well-known wardrobe during her time at Downing Street. 

Although her husband’s stint as Foreign Secretary before the election did not see her return to the limelight alongside him, Lady Cameron does continue to receive invitations to prominent occasions, such as the King’s Coronation last May.   

She and Lord Cameron arrived at Westminster Abbey alongside six other former prime ministers.

Lady Cameron impressed onlookers in a red and white ensemble. 

She chose the ‘Voletta’ dress, which embodied her label’s garden-party aesthetic with its high neckline, ruffled accents and floral print.

The businesswoman topped off her look with a hat designed by milliner Jess Collett with whom she recently collaborated on a capsule collection. 

A version of this headpiece is currently available to purchase from their 10-piece range.