Samantha Cameron announced that her fashion label Cefinn will cease operations after the current winter collection, with stores in London remaining open temporarily to sell remaining stock.

The decision to close was driven by ongoing economic pressures, rising costs, international trading restrictions, and challenges in the wholesale sector, despite recent strong trading figures.

Cefinn, launched in 2017 by Cameron, was known for its practical, sustainable day-to-night fashion aimed at multitasking women, and was popular among celebrities including Kate Middleton and the Princess of Wales.

The brand experienced growth with revenues reaching £4.2 million in the year ending October 2024, but struggled financially with losses and difficulties in maintaining profitability.

Cefinn gained recognition for its signature dresses and knitwear, and was frequently worn by high-profile clients, including members of the Royal Family.

Despite its popularity, the brand faced stiff competition from other high-street brands and a shrinking niche market as consumers shifted towards cheaper online rivals and second-hand platforms.

Cefinn was named after Cameron’s family initials and was stocked by major retailers like Next and John Lewis, with its price range between £150 and £300.

The brand’s name reflects its focus on chic, practical fashion, and Cameron’s personal background and political connections may have influenced public perception.

Industry analysts note that broader market challenges, including declining consumer spending, tariffs, and the collapse of key retailers like Matches Fashion, have impacted Cefinn and similar independent brands.

Cefinn’s closure follows a pattern of financial difficulties faced by other UK retailers, with some, like River Island and Claire’s, also experiencing store closures and administration.

Rising costs in the UK fashion sector, including higher wages and changes in shopping habits, have contributed to the financial strain on brands like Cefinn.

Cefinn’s final collection will launch in winter 2025, with the brand ceasing to present a spring/summer 2026 collection, and remaining stock being sold through its London stores and website.