Britain’s Samantha Cameron brings her fashion designs to Darien

It’s not every day that you get an opportunity to interview a successful businesswoman who also happens to be the wife of a former prime minister of the United Kingdom.

So when Eleanor Banco – a luxury-brand strategist whose clients have included jewelry atelier The Serpentine Townhouse in Greenwich – invited the Westfair Business Journal to the first American trunk show by designer Samantha Cameron, wife of former UK prime minister David Cameron, who were we to say no?

It turns out that the Oct. 10 event – held at the comfortably elegant Darien home of interior designer Anna Burke – was not just about fashion but a tribute to the power of networking, more specifically, businesswomen networking.

Banco – who specializes in brand activations and market penetration strategies, along with integrated communications – said that she had reached out to Cameron on Instagram, the digital-age equivalent of the cold call, although in Banco’s case she knew editors and other influential people in London, thanks in part to her years with Paul Wilmot Communications and Condé Nast.

Cameron in turn told us that while her seven-year-old Cefinn label has a pronounced following in the U.S., particularly in the New York City and San Francisco areas, she was interested in increasing her presence on this side of the Pond. The two women joined forces to meet with buyers and clients in upper Manhattan. Banco thought Connecticut a logical next stop for an event. A quick call to her friend Burke – whose Anna Burke Interiors is located in Darien as well as the Big Apple – led Burke to offer her home for the trunk show.

The result was a day of country chic clothes in a country chic setting and a steady stream of Connecticut women eager to shop for event season. Among them was New Canaan resident Rand Niederhoffer, who was looking for a dress, or two, for cultural and humanitarian nonprofit Grace Farms’ Oct. 21 gala.

“I love all the trunk shows that Eleanor puts on, because it’s such an opportunity to shop for unusual clothing,” she said. She posed for us in Cameron’s Irina Bias Cut Velvet Maxi Dress in navy (about $470) – it also comes in dark green – with its distinctive, lightly puffed short sleeves and high collar. Banco was right in tune with October in Cameron’s pomegranate-colored leather midi skirt and a pumpkin-hued linen blend top, while Burke paired Cameron’s flared black pants with a strapless black top for a look that could easily go from day to night.

Indeed, Cameron’s collection of flowing floral dresses and skirts, and tailored jackets, pants and skirts in rich fabrics and jewel colors – burgundy is big this season – can easily transition from city weekday to country weekend, office to evening, in keeping with a woman whose various roles have required her always to be sartorially on point.

Samantha Gwendoline Cameron, Baroness Cameron of Chipping Norton, was born in London to an aristocratic family of landowners and members of Parliament. (Her mother – jewelry designer Annabel Lucy Veronica Astor, Viscountess Astor – also co-founded the home goods company Oka.)

Cameron developed her interest in art at Camberwell College of Arts and at the School of Creative Arts, part of the University of the West of England, Bristol. In 1996, she married David Cameron, five years before he was elected to Parliament from Witney. He would serve as prime minister of the UK from 2010 to ’16 and foreign minister from 2023 to ’24.

Throughout her husband’s career, Cameron has maintained her own in fashion, adjusting it once he became prime minister. (Somewhat like that of first lady in the United States, the role of the prime minister’s spouse is unofficial and unsalaried.) During his tenure as prime minister, she took on a part-time consultancy with Frank Smythson Ltd., the accessories, leather goods and stationery brand, after serving as creative director there from 1997 to 2010. In 2017, she founded Cefinn (“sefin”), whose name is an acronym for the names of the Cameron children – Elwen, Florence, Ivan and Nancy – between the first and last letters of Cameron.

Before her Darien event, Cameron took time to answer some questions from Westfair by email:

Why did you choose Darien for your U.S. trunk show debut?

“The decision to launch in Darien was influenced by a desire to connect with a sophisticated and fashion-conscious market. Darien, with its style-savvy population, felt like a natural fit. It’s a community that appreciates well-made, versatile pieces, and I believe Cefinn speaks to women who value both elegance and practicality. Launching here was about reaching an audience that shares those values.”

How would you describe your design aesthetic?

“The design aesthetic at Cefinn is very much about timeless elegance combined with practicality. I design for busy women who want to look great but without spending hours thinking about their outfits. Cefinn pieces are modern, understated and chic – perfect for day-to-night wear. I focus on clean lines, rich textures and versatile pieces that can be styled in multiple ways, with an emphasis on flattering shapes and ease of wear.”

What fashion trends should we be looking for now?

“At Cefinn, we don’t follow trends as much as focus on creating timeless pieces. We’re seeing customers investing in event dresses and classic suiting in a mix of bold colors and beautiful patterns that make a statement without being overwhelming. There’s also a move toward clothing that combines comfort with elegance – pieces that allow women to transition effortlessly from day to evening while still looking polished and put-together.”

Tell us more about how you got started in fashion.

“Fashion has always been a passion. I studied fine art and was always deeply interested in design and creativity. In my 20s, I joined Smythson of Bond Street, a luxury leather goods company as creative director. It was there that I honed my skills in product design and branding, which helped pave the way for launching Cefinn. I’ve always loved fashion, not just as a form of personal expression but as a way to combine creativity with practicality.”

How were you able to balance your roles as what we Americans would call the first lady of the UK and being a businesswoman?

“It was definitely a balancing act. As the prime minister’s wife, there was a significant amount of public attention, but I tried to keep my family and personal life as grounded as possible. I continued working throughout much of that time, which helped me maintain a sense of normality. Of course, my work with Cefinn launched after my husband left office, but my years in that role allowed me to understand what women need from their wardrobes – clothes that are versatile, stylish and practical. I think being a businesswoman gave me a creative outlet and a sense of fulfilment outside of public duties.”

How did fashion inform your choices as the prime minister’s wife, and did politics ever inform your fashion choices?

“Fashion is such a powerful form of communication, especially in a public-facing role. I was always conscious of wanting to look appropriate, but I also wanted to stay true to myself. I favored British designers to show support for the UK fashion industry, but I also chose pieces that were functional and comfortable, given the demands of the role. As for politics influencing my fashion choices, I suppose there’s an element of diplomacy in choosing what to wear. You want to project a certain image, whether it’s professionalism, respect or even a bit of approachability.”

Is there a philanthropic component to Cefinn?

“Yes, giving back has always been important to me. Cefinn has partnered with various charitable initiatives, including Smart Works, a charity that helps women gain confidence and the professional attire they need to succeed in job interviews. I believe fashion can be a force for good and through partnerships like this, we contribute where we can to causes that empower women and make a tangible difference in their lives.”

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