Cefinn, the first collection of wardrobe essentials by Samantha Cameron, launched in Selfridges and on the Cefinn and Net-a-Porter websites yesterday. The former First Lady of the United Kingdom, widely known as Sam Cam, has spent 18 months working on the creation of her fashion label – a long-held ambition. The resulting 35-piece collection was largely inspired by Cameron’s personal style. Hailed by the press for her ability to dress appropriately whatever the occasion, she is no stranger to the working woman’s wardrobe needs. All the pieces in the collection are machine-washable and easily combined for a smart day-to-night look.
The clean, minimalist capsule range features sleek separates, A-line dresses and V-neckline tops – bliss for anyone who has ever struggled to find an outfit that is both age- and occasion-appropriate – while prices range from £110 to £450. Cefinn, versatile and accessible, has the potential to become the go-to brand for any occasion, from lunch to an after-gym office meeting.
Selfridges, 400 Oxford Street, London W1A 1AB, 0800 123400 (UK), +44 (0)113 369 8040 (international)