It’s her turn to shine! Sam Cam launches fashion label for busy women and it's selling like hot cakes.

This month, Sam Cam launched her first fashion label, a new women’s line called Cefinn Studio available online or via Net a Porter and Selfridges. It is a contemporary designer womenswear brand designed for busy women who love fashion.


After doing her time as wife of a PM for six years, it’s her time to shine. She gave a brilliant interview to the Sunday Times Style magazine and said, ‘I thought, ‘I’ve always wanted to do this. Why not take some time to learn how to pattern-cut and sew?’ So I got a friend who worked in the industry to come and teach me.’’

While her children were at school, Samantha had lessons in sewing while living at 10 Downing Street. She said, “One of the first people I showed the collection to was Anna Wintour, actually and she gave me great advice. She was very good. She was very much ‘Don’t be scared to make it your own, put your stamp of individuality on it.’ She really liked the fact it was about real women, and she was very much ‘Stick with that’.”

March 2017