Princess Kate and Queen Camilla have suffered a huge blow as one of their go-to brands announced they are shutting down. Cefinn, the label founded by Lady Samantha Cameron, has announced it is closing it’s doors after years of financial challenges.
The British brand which launched in 2017, quickly carved out a reputation for smart, versatile staples aimed at modern women in the workplace. Its pieces were spotted on high-profile names including Gillian Anderson, Holly Willoughby and senior royals.
The label’s name itself was a deeply personal choice, created from the initials of her children: Ivan, who sadly passed away in 2009, Elwen, Florence, and Nancy.
Cefinn’s closure underscores the challenges faced by mid-market fashion labels, many of which have found it difficult to compete with the rise of fast fashion and the dominance of luxury houses.
For royal fans, the news is especially significant, as the brand offered a rare middle ground between accessible high street staples and polished, high-end craftsmanship.
Over the years, the label established itself as a discreet yet fashionable choice for women in the public eye, cementing a loyal following among professionals and style-conscious royals alike.
The Princess of Wales, 43, was among Cefinn’s most prominent supporters. She was photographed wearing one of the label’s signature tailored dresses during a London engagement back in 2023, demonstrating her preference for streamlined silhouettes and fuss-free workwear.
The Princess also turned to Cefinn’s elegant knitwear jumper and midi dresses during more relaxed appearances, proving the brand’s versatility for both professional and everyday moments
Queen Camilla also embraced Samantha Cameron’s designs, often choosing Cefinn’s flowing dresses and chic separates for daytime engagements.
The brand’s reputation for comfort without compromising elegance made it a natural fit for the Queen Consort’s busy schedule.
These endorsements helped solidify Cefinn’s reputation as a brand that married practicality with polish. For royal watchers, seeing both Kate and Camilla, 77, champion the label elevated its status, making its closure feel like the end of an era in royal fashion.
After producing around 30 collections and opening two London boutiques, the company was unable to turn a profit and has now confirmed it will cease trading.
Lady Samantha Cameron, 54, described the closure as an “incredibly difficult decision” and paid tribute to her “brilliant, talented and dedicated” team, expressing her gratitude for their work.
“This was not a decision I have taken lightly, especially as we have recently seen strong trading figures. But, as a small company navigating the turbulence in the fashion wholesale sector, ongoing cost pressures and international trading restrictions, I have found it increasingly difficult to be certain that Cefinn can achieve the level of growth needed to reach a stable and profitable position.”
Cefinn’s boutiques on King’s Road and Elizabeth Street in Belgravia will continue trading for now, offering the autumn and winter collections. However, both are expected to shut their doors before spring.