Samantha Cameron Shares Her Business Journey, Style Rules & New Collection Favourites
Samantha Cameron Shares Her Business Journey, Style Rules & New Collection Favourites

Samantha Cameron Shares Her Business Journey, Style Rules & New Collection Favourites

Former First Lady Samantha Cameron is the founder of Cefinn, the chic fashion brand for multitasking women. The new spring/summer collection is smart, modern and feminine, with timeless wardrobe staples and versatile day-to-night dresses to take you through spring and the warmer summer months ahead. Here, we asked Samantha to tell us all about her business journey, personal style and new collection.

Created in partnership with Cefinn

I was the creative director at Smythson where I designed leather goods for 15 years. Fashion, fabrics and print had always been a passion, so I learnt to pattern cut in my spare time and became obsessed with creating my own brand. After many months of research and business planning, I launched Cefinn – the name is based on my children’s initials. I love having a little part of them embedded in the brand.

I wanted to create a designer brand that was thought through and beautifully finished, but without the luxury price tag. I saw a gap in the market for modern 24/7 pieces with a styling versatility that could take you through from a day of meetings to an evening out with friends without having to look corporate or change outfits.

My style is classic, well cut and contemporary. I like to look pulled together and on trend in flattering silhouettes that have a contemporary edge and modern detailing. Some days, I like to look tailored and quite androgynous and, on others, more feminine in bright colours and prints. Cefinn reflects all of this. Dresses are my go-to – versatile, effortless dresses that can take you from desk to dinner or work to weekend, just with a change of shoes and accessories – and ideally machine washable, too.

The core of the collection is elevated wardrobe staples and includes the likes of crisp cotton shirting, perfect silk-blend summer tees and lightweight knitwear that will never go out of style. All are designed with the most flattering fit in mind to make our customers feel amazing. Great cuts and beautiful fabrics will always come first, but on-trend detailing and fresh silhouettes are essential to keep the collection fresh and modern.

SS23 is our strongest season yet. It’s an exciting collection of stand-out dresses for summer events and parties, in both print and plains, brights and neutrals. We’ve also grown the range of everyday styles for home and holiday with new hand embroidery detailing on organic cottons and linen blends.

Inspired? Here are Sam’s 8 rules for stylish dressing...

Keep things simple. A big part of my inspiration is based on making it easy to create a wardrobe that can be effortlessly styled in a multitude of ways to take you from desk to dinner or work to weekend. Most of the collection is machine washable, as dry cleaning is a hassle and bad for the environment.

Clothes should be chic, flattering, comfortable and easy to look after. Cefinn is testament to that – with persistence, passion and great design, it’s possible to source fabrics and cut clothes that tick all those boxes.


Fit is everything. Choose something that fits beautifully and makes you feel fabulous – whether that’s a stand-out dress or something more understated and timelessly chic, like a well-cut suit. Ensure you have the perfect underwear for the outfit, and I would always wear a heel for an event.

Be bold with colour and print. I’ve learnt to embrace both and be comfortable and confident in what I’m wearing.

I am passionate about cut and drape. We design, cut and develop the collection (including all our prints) from concept to sampling in our atelier studio in London. We invest a huge amount of time making sure our fit is consistent and our styles are as flattering as possible. A great dress has to be thoughtfully designed to fit perfectly, must not gape or unintentionally show your underwear and must not crease. Everyone at Cefinn gets involved in wear-testing the collection and we constantly ask for feedback from the team, friends, family and, most importantly, our customers.

The name CEFINN is based on my CHILDREN'S INITIALS. I love having a LITTLE PART OF THEM EMBEDDED in the brand.

Roll with it if it works for you. We have several best-selling dress silhouettes – like the Daria, Daphne and Cordelia – that are so popular that we repeat them every year in new colours and prints. Some of our other iconic styles that have proved bestsellers since we launched include our Riley blouse, our Clement tailored trouser and our Janice and Janie sleeveless knits.

Invest in timeless pieces. Buy the type of styles you can wear again and again, and always prioritise quality over quantity. Tailoring pieces – like trousers and a blazer – will always look good and last you forever, but they need to be well cut and beautifully made, ideally in a high-quality wool blend fabric.

Have your own style and be confident in owning it. Know what suits you rather than slavishly following trends. No one looks effortlessly stylish if they’re uncomfortable. I never seem to have quite enough time but planning out your wardrobe really helps.


The Event Piece

“Our vintage inspired Voletta dress in a floaty georgette and graphic floral print is a stand-out summer event piece. I’ll be wearing the crimson colourway with red accessories, but it would also look fabulous with a simple black or white heel.” 

Shop here.

The Trousers

"The Hayden trousers are Cefinn's take on a wide-leg alternative to denim. Designed in a heavy cotton twill, they have structure and hold, and I love the pocket detailing on the back. They're a true wardrobe staple in the summer months. I team mine with our Madison t-shirt or our Courtney cardigan when it gets a bit chilly in the evenings."

Shop here.

The Wear Anywhere Dress

“The Suki maxi dress in organic cotton was a sell-out last summer, with some seriously prestigious fans. It’s a feminine, everyday hero with an easy drawstring waist in on-trend gingham seersucker. I wore mine to work last week with a pair of simple white trainers and have never received so many compliments.”

Shop here.

The Jumpsuit

"The ease of a jumpsuit can never be underestimated and our new utility-style Ulla ticks all the boxes for spring/summer – plus, it can easily be dressed up or down for all occasions and it's machine-washable. It really is the ultimate go-to on those off-duty days – perfect if you aren’t a dress person."

Shop here.

The Suit

“The beauty of a suit, like the Jamie & Clement, is that the blazer and trousers can be worn separately with a white tee and trainers and also look incredible together with a blouse for a meeting or, if you are daring enough, with nothing underneath for a more androgynous, sexy event look.”

Shop here.


Cefinn is offering SheerLuxe readers an exclusive 15% off their Summer 23 collection for a limited time. Use code SL23 until 14th May 2023.

Shop at

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at

The GOLD Edition from SheerLuxe
Delivered to your inbox, monthly.