Samantha Cameron models new £290 dress from her Cefinn range dubbed ‘ideal for hiding Christmas excesses’ – and it’s machine washable because ‘life’s too short for dry cleaning’
- Wife of David Cameron is capitalising on the trend of overeating at Christmas
- Shared snap of her modelling a new blue maxi dress for her fashion range Cefinn
- Claimed the loose-fitting dress is ‘ideal for covering up any holiday excesses’
- Dress is also washable at 30 degrees because ‘life is too short for dry cleaning’
Most of us overindulge over Christmas – and Samantha Cameron appears to be keen to capitalise on that trend.
Yesterday the London-born wife of former prime minister David Cameron shared a snap of her modelling a new blue maxi dress for her fashion range Cefinn.
The £290 Olivia Gathered Pussy-Bow Maxi Dress, in a navy and white geo-print, features a tiered skirt and a loose, relaxed fit ‘ideal for covering up any holiday excesses’.
Samantha, 48, told how the pattern for the frock was inspired by her ‘favourite Scandinavian encaustic tile designs’ – and it’s machine washable because ‘life’s too short for lots of dry cleaning’.
Yesterday Samantha Cameron shared a snap of her modelling a new blue maxi dress for her fashion range Cefinn on its Instagram page (pictured)
A series of images of her wearing the dress, which can be washed on a 30 degree cycle, were shared to the Cefinn Instagram page in a story dedicated to the SS20 range.
One post claimed the dress is perfect if you ate one too many mince pies at Christmas.
‘January dressing is here with our new tiered Olivia Maxi Dress that feels feminine and glamorous whilst easy to wear and ideal for covering up any holiday excesses,’ it read.
Another praised its washability, writing: ‘Because life’s too short for lots of dry cleaning, this spring’s Geo Print collection is made from a hi-tech-polyester that drapes beautifully, is lovely to wear and best of all is machine-washable, so no need for any of the nasty chemicals or plastic bags and hangers used every time you go to the dry cleaner.’
A series of images of her wearing the dress, dubbed ‘ideal for covering up any holiday excesses’, were shared to the Cefinn Instagram page in a story dedicated to the SS20 range
The polyester dress, which costs £290, is machine washable at 30 degrees because ‘life’s too short for lots of dry cleaning’
Another post showed Samantha donning a pleated midi skirt from the range in the same print, which it recommended pairing with a chunky merino/cashmere jumper to ‘keep you chic but snug during the last months of winter’.
The dress has so far proved a hit with her Instagram followers, with one commenting: ‘Looking good.’
Another wrote: ‘I love this,’ while one branded it ‘absolutely gorgeous’.
Samantha told how the pattern for the frock was inspired by her ‘favourite Scandinavian encaustic tile designs’
The dress has so far proved a hit with her Instagram followers, with one commenting: ‘Looking good.’
Samantha, who was previously creative director of luxury label Smythson, set up Cefinn – of which she is founder and creative director, in 2017.
The firm lost £561,795 in its first year, but made £2.5million in 2018. Dresses sell from around £300.
In November Samantha claimed her husband’s unpopularity has hit the success of her luxury fashion brand.
Another post showed Samantha donning a pleated midi skirt from the range in the same print, which it recommended pairing with a chunky merino/cashmere jumper to ‘keep you chic but snug during the last months of winter’
![Last month Samantha admitted her name helped with publicity when she started her firm Cefinn, and said it 'probably [made] raising money a bit easier'](https://i.dailymail.co.uk/1s/2020/01/10/14/23236396-7872953-Last_month_Samantha_admitted_her_name_helped_with_publicity_when-a-7_1578665207449.jpg)
Last month Samantha admitted her name helped with publicity when she started her firm Cefinn, and said it ‘probably [made] raising money a bit easier’
She admitted her surname comes with ‘baggage’ and said: ‘There are some people who don’t shop with us because of who my husband is.’
Samantha added: ‘I’m sure there are others who shop with us because they like me, or they like him.’
She admitted her name helped with publicity when she started her firm Cefinn, and said it ‘probably [made] raising money a bit easier’.
And she said her husband was very supportive as she tried to get the company off the ground – and he urged her not to give up when times became tough.