Samantha Cameron, the wife of Britain's ex-Prime Minister David Cameron, launched her clothing brand - Cefinn - in 2017 and has now hit upon the year's sexiest party dress.
Once upon a time, Cefinn, a contemporary designer womenswear brand based in London, specialised in demure workwear dresses and smart knits. But for 2023 she has created a dress that, according to the senior fashion editor at The Telegraph, has proven a runaway success for the festive season.
The key to the success of her 'Jacquetta', says Caroline Leaper, is that it suits every body. It’s a high-neck style with a sweet ribbon tie that skims over the curves and ends in a flattering mid-shin-to-ankle asymmetric hem.
When she first designed an experimental iteration last year, in green velvet, it sold out. So for this year, she reinvented its winning formula with added choices - long sleeves or short, maxi or midi length, rendered in sequins, velvets and leopard print devoré.
“The pretty necktie was inspired by my love of a choker necklace,” Cameron tells The Telegraph. “There’s something sexy yet demure about them with a lovely vintage feel. The whole look reminds me slightly of a ringmaster, very theatrical.”
Since its release, the dress has been worn by numerous British celebrities, so it's hardly surprising that the £340 ($435) Jacquetta has all but sold out in a few sizes on her website. As her husband has re-emerged into the political spotlight after his recent appointment as Foreign Secretary, Sam Cam is no doubt delighted that Cefinn is also in the spotlight, having created an 'It' dress with joyous reverberations.
It's a dream for a fledgling British brand and, no doubt, a wonderful boost to the books during the Christmas trading period.
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