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Founded by Samantha Cameron in 2017, Cefinn is a London-based label creating chic fashion for multitasking 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.

Previously Samantha was Creative Director of British accessories brand Smythson of Bond Street, winning a British Glamour Magazine Award for Best Accessory Designer in 2009. She has served as an ambassador for the British Fashion Council, playing a prominent role in London Fashion Week and the judging panel for the BFC/Vogue Designer Fashion Fund. Samantha has been named in Tatler's Top 10 Best Dressed List as well as Vanity Fair's International Best Dressed List.