With Cefinn, Samantha Cameron wanted to create a brand that was modern, feminine and beautifully finished without a luxury price tag …
SAMANTHA CAMERON, FOUNDER, CEFINN
As a working mother in a creative industry, I was struggling to find a wardrobe for the office that was appropriate but not too formal or corporate. I wanted to create a designer brand that was modern, feminine and beautifully finished without a luxury price tag. I need a wardrobe that makes me feel confident, cool and appropriate but, given my hectic life as a working mother, doesn’t require expensive dry cleaning. The Name The name Cefinn is based on my children’s initials: I love having a little part of them embedded in the brand. The Beginnings I spent a few years while at Downing Street and working part-time at Smythson, planning and researching the brand before we launched. I learnt basic pattern-cutting and visited fabric fairs and potential factories. I spent a lot of time talking to female friends and family (I have four sisters) about what they feel is important or missing from their wardrobe – I am sure the same things resonate with Irish women.
Cream leather Tiana skirt, €499; www.cefinn.com.
How I work I get up at around 6am, have a bath, make myself a cup of tea and try to get some form of exercise before my children get up. This is my quiet time before the day starts. I love being in the office and spend every day there. I find time to design the collection and prints between meetings with various teams – marketing, finance or production. No two days are the same, which is something I really love about my job. I change about five times a day – I am always trying on new Cefinn samples. It has become a bit of a joke in the office that every time I walk in or out of the office, I’m in a different outfit!
The Tricks When working you need your clothes to work as hard as you do and still look great at the end of day – machine washable, crease-resistant fabrics that don’t lose their shape are essential. We design versatile prints, fabrics and shapes that can be dressed up with boots or heels for a meeting or event but work just as well at the weekend with a casual blazer and a pair of trainers. Investment pieces that are easy to style, make you love fashion and feel your absolute best are key, whether a classic suit in a fun colour, a graphic print styled with a sleeveless knit or a stand-out dress for a party or event. The Tips Statement knitwear paired with tailored trousers or smart jeans can replace a suit for on-trend styling that still looks sharp and pulled together. Cefinn is about effortless pieces with thoughtful detailing and a hint of glamour. You don’t have to overthink your outfit – step into it in the morning and you’re good to go for the whole day.
The Ambition We are excited about the progress we are making working together with our factories and fabric mills. We understand this is a journey, but all our labelling is now recycled, and we are using more organic cottons, Lenzing lyocell and high-quality recycled polyesters. Zips and buttons are next on the agenda!
Cefinn is at Seagreen, Monkstown, Co Dublin and Ranelagh, Dublin 6; www.seagreen.com.
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