End of an Era: Samantha Cameron’s Cefinn Fashion Label Announces Closure Despite Recent Success
A Difficult Decision in Challenging Times
The retail fashion firm founded by Samantha Cameron, wife of former Conservative prime minister Lord David Cameron, has announced it is being wound up, with the upcoming winter collection launching this month marked as its last.
Despite achieving strong double-digit sales growth and revenues reaching £4.2 million for the year ending October 31, 2024, with losses before tax narrowing to £354,000, the brand has faced significant challenges. The company was particularly impacted by the closure of one of its biggest clients, Matches, in early 2024.
Legacy of Luxury and Innovation
Founded by Samantha Cameron, Cefinn established itself as a London-based clothing label creating chic, grown-up designer fashion for the multitasking urban woman, with pieces designed to be smart, modern and feminine, and easy to wear and elegant.
Throughout its eight-year journey, the brand attracted an impressive clientele, including the Princess of Wales, her mother Carole Middleton, Queen Camilla, and Gillian Anderson. The brand gained further recognition when its glamorous pussy bow blouses featured prominently in the Netflix series “Anatomy of a Scandal,” worn by Sienna Miller.
Commitment to Sustainability and Quality
The brand maintained a strong commitment to sustainability, utilizing materials such as organic cotton poplin and voile, Lenzing Ecovero fibers, and recycled polyester. Environmental consciousness extended to the elimination of plastic from packaging, with garment labels made from recycled yarns.
Final Chapter
The company’s stores on London’s King’s Road and Elizabeth Street, along with the Cefinn website, will remain open for trading “over the coming months” to sell the remaining autumn and final winter ranges. Cameron acknowledged that while recent trading figures had been strong, as a small company navigating turbulence in the fashion wholesale sector, ongoing cost pressures, and international trading restrictions, it became increasingly difficult to achieve the growth needed for a stable and profitable position.