Founded by Samantha Cameron in 2017, Cefinn was created to fill the gap in the market for fashion-forward pieces that work hard for busy women. 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. Feminine and flattering, Cefinn is designed around all shapes and sizes, from 6 to 16, with silhouettes that accentuate the positive. Each piece is extensively fitted in our London studio to ensure consistency, comfort and ease of movement so you can always look effortless and chic. Cefinn launched in February 2017 in Net-a-Porter and Selfridges. The brand is now also stocked at Matchesfashion.com, The Modist.com, Fenwick London, Beams Japan. Pronounced 'Sefin' to rhyme with 'Elfin', Cefinn is based on an acronym of Samantha's surname, Cameron, and her children's initials: Elwen, Florence, Ivan and Nancy.