Cefinn is a contemporary womenswear brand founded by Samantha Cameron in 2017. The London-based online store offers a range of knitwear and dresses designed to cater to busy urban women. The pieces are smart, modern, and feminine, with a focus on effortless elegance. Cefinn's clothing is created to be versatile for various occasions, from work to social outings. Each design is fitted in their London studio to ensure comfort and movement while flattering all shapes and sizes. The brand can be found in top retailers like Net-a-Porter, Selfridges, and Matchesfashion.com. Pronounced 'Sefin,' the name is derived from Samantha's surname, Cameron, and her children's initials. Cefinn embodies the ethos of chic, sophisticated fashion for the modern multitasking woman.