A brand much loved by the Royals closes its doors: when in the face of the difficulties of the sector it is not enough to have Kate Middleton and Queen Camilla as customers

Have as customers Kate Middletonhis mother Carole, Queen Camilla, the York Sisters But also Michelle Obama, Gillian Anderson and other more or less celebrities royal does not guarantee the survival of a brand made in UK whose founder is also related to Great Britain that matters.

Cefinnthe brand launched eight years by Samantha Cameron, the wife of the former British premier David, closes her doors. The announcement came via Instagram: in 2026 there will be no spring and summer collections of that fashion house that we learned about at the Royal Ascot or Wimbledon, two of the top events of the country’s social season season. The latest creations will be those for the winter of Cefinn then only the memory will remain.

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«It was a very difficult decision. I had the immense fortune to work with a team of brilliant, talented and devoted colleagues. I am deeply grateful to them, to my shareholders, suppliers, family and friends for their constant support and friendship throughout the start and journey of Cefinn “, this is the announcement posted on Instagram, signed by the same founder and creative director of Cefinn on a September afternoon.

Samantha Cameron has been working in fashion for many years. His first job came immediately after the conclusion of the studies in Fine Arts: it was 1996 when he began to work for Smythsonluxury brand specialized in leather goods, becoming about ten years after creative director. In that year he married David Cameronthen prominent exponent of the conservative party.

Samantha Cameron, born Sheffield, is a descendant of king Charles II (her husband David instead of King Guglielmo IV), daughter of Sir Reginald Sheffield and of Annabel Astorco -founder of the Oka interior furniture and jewelry designer. His cousin is Cath Kidston while his sister is Emily Sheffieldwell -known journalist, for years he held the role of deputy director of British Vogue.

This relationship was strategic in Cefinn’s debut: the newborn brand in fact had the blessing of the magazine that announced the news in the December 2016 issue. Samantha Cameron launched himself in an entrepreneurial adventure after the resignation of his husband David from Premier following the results of the referendum on Brexit (he was in favor of the “remain” of the United Kingdom in the European Union). His training as a clothing designer took place in the downing street rooms: at night he made clothes by trying the sewing machine.

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The initial idea was to fill a void, that of a contemporary brand at affordable prices. «I thought there were many American and French brands that adapted to that category of contemporary designers with the right price and the right style, but but There are not many British brands that fill that bandHe declared a Vogue In 2016. He revealed that the name was composed of the initials of the names of his four children preceded by Cameron’s C and that he was not necessarily thinking about herself in the design of the brand: he had consulted many friends who had asked what their need for women committed were.

The debut collection was self -financed: composed of 40 products sold online, had pieces that went from 100 to 300 pounds. The development had been planned to proceed with degrees and also the style, exquisitely Britishit was the result of a great reasoning. The type like is that woman needs comfortable, elegant, resistant dress that can be suitable for the office as for a cocktail, just change shoes and accessories.

Camilla in Cefinn in 2022.

Kirsty O’Connor/Getty Images

Over the years Samcam had also developed some stratagem that made the Cefinn garments even more interesting. The fabrics used were his obsession: they did not irritate the skin, they could be thrown into the washing machine and they didn’t need to be ironed, Each print had a touch of white and black to make each piece easily combined.

Despite the premises, the brand had a first financial crisis in 2018 remedied by an important investment by a Tory area entrepreneur, David Brownlow, who became director of Cefinn. Then that hurricane called Covid arrived to give the coup de grace to those who produced clothes for ceremonies and events: it was necessary to reinvent yourself to overcome the period of the call from home. At that point the most casual garments and the knitwear that immediately had great success entered the collection.

Princess Kate with a Cefinn vest.

Chris Jackson/Getty Images

The brand was fine, people liked it. Cefinn’s best testimonial was Samantha Cameron herself but having between Kate Middleton As an admirer he had a certain weight. Wales princess was not the only Cephinn fan. Carole Middleton was often sighted in Wimbledon with a chief of the fashion house but also the Regina Camilla He made space in his wardrobe with floral clothes designed by the designer, putting them back alongside those of the faithful Fiona Clare and Anna Valentine. At real altitude, they can be counted among those who appreciate the label Beatrice and Eugenia of York, Zara Tindall And Sophie of Edinburg but also Put-Marit of Norway He was fascinated.

Gillian Anderson in Cefinn at the world preview of The Crown.

Dave Benett

We have Michelle Obama in Cefinn but also AkShata Murtythe wife of the former British premier conservative Rice Sunak. There is Gillian Anderson But also many faces known for the British public such as Gabby Logan and Holly Willoughby. The brand increased its popularity thanks to a TV series: There was a lot of talk about the wardrobe, largely stuck Cefinn, sported by Sienna Miller as Sophie Whitehouse in Anatomy of a scandal.

Despite this, the brand closes. A few years ago the requiem For The Vampire’s Wifethe brand loved by the real founded by Susie Cave, especially the victim of the pandemic. More recently it was up to closer to Camilla Elphickthe accessories brand loved by Kate, and to Anna Masona brand brought to the limelight by Zara Tindall. Same fate for Seraphinepremaman reality that the then Duchess of Cambridge had made it popular during its pregnancies. Saved in a corner instead Roksandanow acquired by a large group that has averted the end.

«It was not a decision that I made lightly, especially because we recently saw strong commercial data. But, as a small business that sails in the turbulence in the wholesale fashion sector, in continuous pressure on international costs and restrictions, I found more and more difficult to be sure that Cefinn could reach the level of growth necessary to reach a stable and profitable position “we still read on Instagram, the platform used as a showcase.

Samantha Cameron does not enter the details but the British press does it by calling into question Matchesfashion’s failurethe e-commerce site that sold the collections, inflation, Brexit, taxes applied on the shopping of tourists, Trump’s dutiesthe Labor policies considered not very sensitive to the themes of the company, the platforms for the second hand And the competition of what we would once call “department stores”.

Princess Kate in 2023.

Phil noble / ipa-agency.net

However, David Cameron’s era has not yet been forgotten and antipathy for the public character would also have been poured on the wife’s brand. A woman, who wanted to remain anonymous, revealed to Guardian That he could not wear his Navy Navy Blue Dress at work to prevent someone from having to complain about the origin of the boss.

David Cameron and his wife Samantha.

Finnbarr Webster/Getty Images

Those who commented on the closure of Cefinn in reality, each from their own partisan observatory, has in fact taken a photograph of the crisis in the sector. People have less and less money and seek clothes in discount and to survive a company reality cannot only and exclusively rely on a tour of Royals in Ghingheri in favor of a camera. Samantha Cameron’s hope is that “the Cefinn brand continues to live in fans wardrobes for many seasons to come”a hope that gives her relief as she tries not to succumb to what seems to have been the perfect storm from which the name of the most did not save her even iconic of the princesses.