Samantha Cameron’s luxury clothing brand is selling off garments in a sale as it announces closure.
The wife of ex-Prime Minister David has been running Cefinn for eight years.
But she is winding down operations due to industry pressures.
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The summer range – of 95 different dresses and tops – is now up to 40% off.
It includes a Vivienne Cotton Blend Maxi Dress with Pink Palm Floral Print.
It is now £230 down from £390 – a saving of £160.
The website reads: “The most romantic of summer dresses, Vivienne is inspired by 1930s vintage style.
“Designed in a fully lined yet light and airy cotton viscose georgette, the cape sleeve, ruffle detailing at the front, back and waist, and sexy slit at the front of the skirt give it true 360 appeal.
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“Add to that the shirred back waist for an easier fit and you’ve got an unashamedly feminine event dress that ticks all the boxes.”
Her Lydia Techni Voile Midi Dress in Hot Pink Crimson is now £225.
It was £340, giving customers a saving of £115.
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“Smart, modern and understated, the Lydia’s empire waist and bias-cut godet skirt create a super flattering fit-and-flare silhouette”, the listing reads.
“Cut from our hero Techni Voile fabric, it looks light and delicate but is machine-washable and crease-resistant, giving it everyday wearability.
“Style the Emerald Green Black with a black blazer and boots for a smart office look or stand out at an event in the Hot Pink Crimson.”
The Jamie Linen Blend Blazer in Pale Pink has £100 off, down to £290 from £390.
Also included in the sale is the £160 Drew Linen Blend Jumper in Indigo, which is now £120 – £40 off, as reported on What’s The Jam.
In a statement, Mrs Cameron, 54, founder and creative director of Cefinn, said: “It has been a very hard decision.
“I have had the immense good fortune of working with a team of brilliant, talented and dedicated colleagues.
“I am deeply grateful to them as well as my shareholders, suppliers and family and friends for their unstinting support and friendship throughout the inception and journey of Cefinn.”
She added, “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.
“Our amazing customers have made every year rewarding; their styling of Cefinn, loyalty and lovely feedback have been a constant source of inspiration.
“There is also an amazing community of fellow female entrepreneurs, as well as fashion journalists, influencers and industry experts that I am extraordinarily grateful to for their consistent advice and generous enthusiasm.
“I could not have gotten this far without you. And I hope the Cefinn brand continues to live in the wardrobes of Cefinn fans for many seasons to come.”
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