Royal favourite Cefinn launches summer sale with up to 40% off dresses

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I was saddened to hear the news today that Samantha Cameron’s fashion brand, Cefinn, will be wound down next year.

As someone who has admired the label for years, it feels like a real loss. Worn by the Princess of Wales and Queen Camilla, Cefinn is renowned for its timeless, elegant designs that stand in stark contrast to the throwaway culture of fast fashion.

Despite the praise it received and the loyal following it built, the independent label has struggled to compete with large-scale retailers, leading to this difficult decision.

I was first introduced to Cefinn when Princess Kate stepped out in the Astrid Leopard Dress in 2022. The mid-length, figure-skimming silhouette felt perfectly aligned with her style, and the following year she chose a similar design – further proof of the brand’s enduring appeal.

What I have always loved about Cefinn is its focus on flattering fits and distinctive prints, all designed in London. It’s why I turned to the brand for this year’s Royal Ascot. 

I knew I would find something striking, yet refined, and Samantha Cameron’s collaboration with milliner Jess Collett – another favourite of the Princess of Wales – made it even easier to pull my look together.

For the occasion, I wore the Liliana Cotton Blend Maxi Dress, now available in the end of summer sale – along with plenty more dresses, tailoring and knitwear.

With its demure silhouette, V-neckline, delicate ruffle details and gently skimming fit, it offered just the right balance between elegance and ease. But it was the pale pink and red palm print – my most-loved colour combination – that won me over.

Among the sale pieces, one design stands out in particular: the Jacquetta Lace Maxi Dress. A favourite of Samantha herself, this intricate lace frock with its romantic tie-neck detailing is simply divine. 

Elsewhere in the sale, a stunning pastel pink trouser suit has been reduced by £200. Combining a tailored blazer and wide-leg trousers, it’s a look that flatters all body shapes. Team it with trainers for effortless daytime polish, switching to heels in the evening.

I also have my eye on the Margot Wool Trousers in a charming mint green. Cut to flatter, they feature a high waist and wide leg, with front pleats that elongate the silhouette.

For those clinging to the last of the summer sun, the Orla Maxi Dress is a dream. Its wrap front, puffed sleeves and cinched waist work harmoniously to enhance the figure, while the soft blue hue feels fresh and uplifting. It’s also a piece worth stowing away for next year’s holiday wardrobe.

When the temperature dips, the Julia Knit Jacket offers the perfect transitional layer. With its cropped cut and navy shade, it slips over almost anything while keeping the look smart. 

Equally versatile is the Wilma Collared Jumper – a chic staple that would look just as good tucked into tailored trousers as it does with jeans.

For evening, the Jacquie Lace Skirt is a true standout. Style it simply with a plain T-shirt for a relaxed vibe, or pair it with the matching lace top for a head-turning ensemble.

These pieces are classic examples of what has always defined Cefinn: designs you can return to season after season. They’re investment buys – and I can say with confidence, you’ll reach for them time and again.