"Almost nine years after launching her womenswear brand Cefinn following Brexit, the designer Samantha Cameron has announced she will be winding down future operations in the coming months. The wife of the former prime minister David Cameron cited turbulence in the fashion wholesale factor, ongoing cost pressures and international trading restrictions. It had become increasingly difficult to achieve the level of growth needed to reach a profitable position, she said in a statement."
"Cefinn, which is an amalgamation of their children's names, launched in autumn 2016, three months after David resigned over the Brexit vote. Formerly the creative director of the British brand Smythson, Cameron took a pattern-cutting course while her husband was planning the EU referendum. Against all odds and public sentiment it started well. An undated handout photo issued by Cefinn of Samantha Cameron at around the time of the brand's launch."
Samantha Cameron will wind down her womenswear brand Cefinn after nearly nine years. She cited turbulence in the fashion wholesale sector, ongoing cost pressures and international trading restrictions that made achieving required growth for profitability increasingly difficult. The final collection will be sold online and in two London shops at month-end. Cefinn launched in autumn 2016, three months after David Cameron resigned, and was self-funded with an initial small range that expanded over time. The brand focused on trend-free, easy-to-style staples in wash-and-wear fabrics aimed at women moving between roles. Early industry connections and C-suite chic helped initial success.
Read at www.theguardian.com
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