Samantha Cameron is the Founder and Creative Designer of Cefinn, a clothing brand worn by the Princess of Wales

Inspiration behind Cefinn’s spring/summer 2025 collection

For Samantha Cameron, Founder and Creative Designer of Cefinn, every collection starts with one central figure in mind: the customer.

‘I consider how she wants to look and feel and the stress points of her seasonal dressing,’ Samantha explains. ‘Summer can be so busy with weddings and parties as well as school, sporting or corporate events to navigate.’

This season, Cefinn responds with a versatile capsule of occasionwear – elevated, thoughtfully designed pieces that are easy to wear and style for a wide range of events. 

The SS25 collection takes creative cues from the 1930s, a period Samantha describes as ‘a gorgeous design era that embraced feminine fabrics, romantic silhouettes and vintage touches like a puffed sleeve or delicate frill detail.’

Expect flattering hemlines, bias cuts that drape beautifully over the body, and timeless prints that nod to old-world glamour with a modern edge.

Cefinn’s Ophelia dress worn with the Rita boater from Jess Collett Milliner

Cefinn’s SS25 collection takes creative cues from the 1930s, a period Samantha describes as ‘a gorgeous design era that embraced feminine fabrics, romantic silhouettes and vintage touches like a puffed sleeve or delicate frill detail’ 

Samantha’s outfit formula for Royal Ascot 

When dressing for high-profile, dress-coded events like Royal Ascot, Samantha relies on instinct and switches between two go-to outfit formulas:

A structured dress or co-ord in a luxe texture like lace or bold colour blocking.

A soft, feminine silhouette in a pretty floral or graphic print.

‘To alleviate any ‘do I look ok?’ type anxiety, you must feel like yourself in your outfit,’ she advises. ‘And kitten heels are essential to be comfortable all day.’

Standout pieces from the collection

One of this season’s bestsellers is the Rosie dress, offered in a vibrant hot pink and crimson colourway.

‘The epitome of understated modern dressing,’ says Samantha. ‘It would work effortlessly for summer weddings or a corporate event.’

Made from Cefinn’s signature drapey, machine-washable techni voile, it’s crease-resistant and promises to look as polished at the end of the day as at the start.

Another hero look is the Jacquie blouse and skirt in corded lace, available in classic navy or emerald green.

‘The boxy cut blouse with sheer elbow-length sleeves creates an easy but elegant silhouette when paired with the matching pencil midi skirt,’ she notes. ‘The beauty of a co-ord is that the pieces can be worn again separately for lots of other occasions!’

Then there’s the Vivienne dress in green palm floral, crafted in floaty georgette with a cape sleeve and delicate ruffle details.

‘An unashamedly feminine dress that ticks all the boxes,’ Samantha says.

One of this season’s bestsellers is the Rosie dress, offered in a vibrant hot pink and crimson colourway

The collection is filled with flattering hemlines, bias cuts and timeless prints that nod to old-world glamour with a modern edge

How to approach colour and print choices 

When it comes to dressing for seasonal celebrations, Samantha says mood and setting should guide your choices – with a healthy dose of British weather realism.

‘My own approach will be governed by my mood, but also with consideration to looking appropriate – and of course you need to think about the unpredictability of the British weather.’

Samantha’s top tips for accessorising an outfit

Match accessories to fabric

‘Consider the fabric of the dress when choosing accessories – a lighter fabric will pair better with daintier jewellery, while more graphic pieces can take bolder accessories.’ 

Keep footwear practical and polished

‘I like to wear a heel for an evening event, but for all day it’s definitely a pretty flat or a kitten heel.’

Let the print lead your palette

‘Our prints usually have a white or black base to make them really easy to style with a co-ordinating bag or shoe that’s already in your wardrobe.’

Cefinn’s SS25 collection offers something fresh and romantic while staying firmly grounded in the real-life needs of modern women – whether dressing for a garden party, the office or the Royal Enclosure.