Samantha Cameron’s Cefinn label is to be wound down with the former Smythson creative director (who’s also married to ex-Prime Minister David Cameron ), facing cost pressures, international trading issues and the tough wholesale market.

The current autumn collection will continue to be sold and the winter collection will launch later this month but will be the last one from the brand.

The loss-making business had been pivoting to DTC and said this was the best way forward. It opened a King’s Road, London, store back in June.

Yet business remained difficult, despite the patronage of some well-known names. Her clothes had been seen on numerous celebrities (think TV presenters and newsreaders) and big-league influencers such as the Princess of Wales and Michelle Obama have also worn

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