Samantha Cameron: David is Back with Red Boxes, but I'm Still Busy Creating Dresses

Imagine the thrill paired with a hint of apprehension that washes over you upon receiving an invite to a grand event.

Spare a thought for Samantha Cameron, who knows this feeling all too well.

"With my husband's previous role, I had to attend numerous royal events, so I had to embrace wearing hats," she admits, removing an elegantly exuberant creation with fuchsia silk flower blossoms perched on her head.

"I have grown to love hats and the allure they bring, but it can be a tad intimidating.

" We find ourselves in the hat-filled studio of milliner Jess Collett in Notting Hill.

Cameron, the founder and creative director of the women's clothing brand Cefinn, along with Collett, have been showcasing their new collaborative endeavor – a range of occasion wear paired with an assortment of hats.

The idea for this collaboration stemmed from their collaboration on Cameron's outfit for the Coronation last year.

Clad in a red and white dress of her own creation, adorned with a delicate swirling floral pattern and frilled edges, Cameron, now Lady Cameron following her husband's recent appointment as Foreign Secretary, sought Collett's expertise to tackle her headwear dilemma.

"I had to decide on a dress that I felt comfortable in and was fitting for the occasion.

With no prior experience attending a Coronation, there were few guidelines to follow," Cameron shares.

"I am quite specific about hats due to my fringe and small head," she adds.

"I had confidence that Jess would design something unique, fresh, and effortlessly stylish.

" Indeed, the elegant red and white saucer hat with striped ribbon detail catapulted Cameron to being lauded as one of the best-dressed guests of the day.

Another standout in the style department that day was the Princess of Wales.

Witnessing the Princess and her family grace Westminster Abbey, Cameron, like many in attendance, was captivated by their ensemble – featuring ceremonial robes, an Alexander McQueen gown, and a delicate floral headpiece crafted from silver bullion and crystal.

Princess Charlotte donned a miniature version of the same headdress design.

"Their coordinated looks exuded unmatched chicness, especially as a mother and daughter duo," Cameron recounts.

What added another layer of excitement to this moment was the revelation that Collett had also designed the Princesses' headpieces.

"I vaguely remember thinking, 'I've seen something similar in your studio,' albeit not the exact piece," Cameron chirps, turning to Collett.

"You were incredibly discreet!" As they reminisce about their shared experiences, Collett chuckles, recalling the moment she spotted Cameron on television.

Their conversation predates the Princess's public disclosure of her battle with cancer, but both women express their wishes for her swift and successful recovery post the major surgery she underwent in January.

Reflecting on her history with hats, Cameron admits that donning them hasn't always been a breeze (she notably sidestepped the process for William and Catherine's wedding in 2011, choosing to adorn a brooch in her hair instead, which made headlines).

"Jess made me feel at ease, it's all about finding the right fit for you," she stresses.

Encouraged by the positive experience with her Coronation hat choice, Cameron received numerous requests from customers seeking millinery to complement her Cefinn occasion wear.

Now, for £1,600, customers of Cefinn can replicate Cameron's exact look for the upcoming summer event season.

The hat, included in their 10-piece range, offers options beyond the dramatic and pricey Coronation hat; featuring three intricately designed plaited hairbands, a cream trilby, a chic "button" embellished with flowers, and more understated saucers, with prices starting at £340.

Collett's knack for the job is undeniable.

She shares a treasure trove of valuable tips for those apprehensive about hats.

"When selecting a hat and you're unsure which one to pick, it's beneficial to take a photo with them on because for some reason, it's easier to judge your look in a picture," she advises.

Given the growing trend of sharing event looks on social media, she opines that this is contributing to the resurgence of hat-wearing.

"Certain shapes flatter many individuals," she adds.

"For a small hat, the button shape is universally flattering.

For a sun hat, the Panama shape is a safe bet.

" Beyond her role as the wife of Lord Cameron, Samantha has established herself as a proficient fashion entrepreneur.

She previously served as the creative director of British accessories label Smythson before launching Cefinn in 2017.

Struggling to find versatile workwear throughout her career while juggling work commitments and motherhood, Cameron aimed to fill this gap with her label.

She reflects, "The business has evolved.

While we still offer everyday wear suitable for the office or weekend, our winter and summer collections, focusing on the Christmas party season and summer events, have become our major hits.

There seems to be a specific design aesthetic resonating well with our clientele.

Starting from February, women are already inquiring about our summer collection for upcoming events they are planning.

" Despite industry claims about the fading popularity of floral dresses, Cameron asserts that they remain a top-selling item.

"There has been much debate about the trend of florals, but in recent summers, they have consistently been our best-selling prints.

People genuinely appreciate a floral print.

We are already experiencing high demand," she shares.

While Cameron describes her style as inherently graphic and minimal, her admiration for floral prints is unmistakable.

She exudes elegance in the various floral dresses she sports during our shoot and discussion, effortlessly transitioning from one style to another.

She emphasizes the versatility of these prints, incorporating elements of black or white to enhance accessorizing options.

Noting that hats pair exceptionally well with smart trouser suits for a chic, Bianca Jagger-inspired look, she leaves no stone unturned in exploring fashion possibilities.

Engrossed in detailing her business endeavors, Cameron seems unfazed by her husband's recent political engagements.

She remarks, "Day-to-day life remains largely unaffected.

He travels frequently, is up early in the morning, and the red boxes are back," hinting at the return of official responsibilities.

With their three children – Nancy, 20, Arthur, 18, and Florence, 13 (tragically, their eldest son Ivan passed away in 2009 at the age of six due to cystic fibrosis and epilepsy) – now older, Cameron's focus on family dynamics has shifted.

Following our conversation, she is off to assist Arthur in packing for a weekend trip to visit her sister Flora, married to Theo Rycroft, the deputy head of mission at the British embassy in Paris.

While she missed celebrating her 50th birthday in 2021, she has plans to commemorate her 53rd in Capri next month.

Her exposure to the global stage has equipped her with invaluable insights into navigating the nuances of event dressing.

Among her favorite fashion moments was donning a lace Alessandra Rich gown for a State Dinner at the White House alongside Michelle Obama, who dazzled in teal Marchesa – a sartorial display that embodied the pinnacle of First Lady fashion on both sides of the Atlantic.

Dress codes, whether explicit or implicit, present a common concern in event styling.

Collett suggests, "The Royal Ascot in the Royal Enclosure necessitates a 10-centimeter base for hats, a criterion met by all our designs.

People can get anxious about adhering to codes.

" Collett, witnessing a remarkable surge in her business akin to the "Coronation effect" and expanding her designs to America, ponders the necessity of dress codes.

Cameron, drawing from her experience of global scrutiny during her time in Downing Street, advocates for personal comfort and style as opposed to strict guidelines.

She shares, "It's about what suits you best and what makes you feel confident.

I believe personal comfort should be the priority.

Of course, you wouldn't want to obstruct someone's view.

" Now deeply engaged in her design pursuits while her husband focuses on diplomatic matters, Cameron's adept soft power skills – honed during her time in Downing Street – remain relevant.

She praises the British flair for grand events like the Coronation, Royal Ascot, or royal weddings, showcasing a unique mastery in pageantry and dressing up.

And now, armed with the perfect hats for such occasions, Cameron continues to leave a sartorial mark.

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