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

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.

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.