Cefinn is a contemporary designer womenswear brand based in London and launched in February 2017 by Samantha Cameron. The brand focuses on design-led, go-to day wear; it is a collection of discerning staples for busy women - an easy, hardworking urban uniform. Cefinn’s collections consists of pieces that can take you from day to night; they can be dressed up or dressed down whether you’re having breakfast with your children, lunch with a colleague or a client, or dinner with your partner or friends. The Cefinn woman has a busy life, and needs clothes that are going to work hard for her. She has a discerning yet relaxed sense of style: she wants to look and feel fashionable and feminine and she is confident that her love of great design does not detract from her dignity or intelligence. Cefinn takes inspiration from the Bauhaus and its focus on form and function. The core philosophy is the idea that the aesthetic of a garment is as important as its functionality. Clothes don’t need to be either stylish or practical. For Cefinn, they are both.