Samantha Cameron’s Cefinn fashion line has officially launched today (Sunday 12 February) with exclusive preview access offered for one day only to readers of The Sunday Times ahead of its full release tomorrow (Monday 13 February).
The brand, which has been hotly anticipated since Cameron first revealed details about it last autumn, will be available on the Cefinn website, and at Net-a-Porter.com, Selfridges.com and Selfridges stores in London, Manchester and Birmingham.
Retail prices range from £110 for a satin panel boxy top to £390 for a belted cocoon coat. With a largely neutral colour palette of black, white, navy, khaki, grey and an accent colour of poppy red, the range is comprised of 36 pieces including tops, skirts, dresses, culottes and coats.
Cameron, who is the wife of former prime minister David Cameron and the former creative director of upmarket stationery and accessories brand Smythson, told The Sunday Times Style magazine that the collection had been three years in the making and that she had taken lessons in pattern cutting and sewing while she was still living at 10 Downing Street.
Mother of three Cameron said she designed the collection with busy women in mind and described her customer to Style as: “A woman who’s busy, juggling lots of things, who loves fashion but is not obsessed by it. I want it to be easy for them.”
On the Cefinn website Net-a-Porter CEO Alison Loehnis said Cefinn was “a definitive collection of wearable wardrobe staples and transitional buy-now-wear-now looks that are super stylish, as well as functional and practical.“
Cameron has been a high-profile supporter of British fashion and during her time at Number 10 hosted Fashion Week receptions for key industry figures (a tradition begun by Sarah Brown and which is being continued under Theresa May) and is an ambassador for the British Fashion Council. She was included in the prestigious Vanity Fair Best Dressed list in 2015, which lauded her “Conservative charm” and her choice of designers, which included Erdem, Preen, Roksanda Ilincic and Alexander McQueen.