Cefinn was founded by Samantha Cameron in 2017. Pronounced ‘Sefin’ to rhyme with ‘Elfin’, is based on an acronym of Samantha’s surname, Cameron, and her children’s initials: Elwen, Florence, Ivan and Nancy. The brand is a London-based label known for 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. Cefinn is sold at Net-a-porter, Matchesfashion.com, Harvey Nichols, The Modist.com, Fenwick, Beams Japan, Rocca Boutique, Chatterton’s and Iris.
Cefinn is known for its versatility, fabric and fit & function. Cefinn designs ultimate day-to-evening urban wardrobes. These are designed to step into and step out the door, knowing it’ll look good when you get home as you did when you left the house. It’s office-appropriate but has a creative fashion edge, the pieces seamlessly take you from the workplace to a night out on the town and look as good with trainers as they do switched up with a heel. Every Cefiinn piece starts with the fabric. ‘Fabrics became my obsession,’ says Samantha. ‘I travelled extensively to fabric fairs and mills, testing every sample to see how it creased, did it wash well, would it bobble after repeat wears, does it look beautiful and feel luxurious.’ Cefinn’s core collection is machine-washable and crease-resistant, with more than half the pieces made from the brands signature Techni Voile fabric, which you can throw in the washing machine, hang up to dry and step into in the morning looking effortlessly polished. No dry-cleaning, no ironing no stress. Feminine and flattering, Cefinn is designed around all shapes and sizes, from 6 to 16, with silhouettes that accentuate the positives. Each piece is extensively fitted in their London studio to ensure consistency, comfort and ease of movement so you can always look effortless and chic.