I think it's because they've promoted it to the extent of having a named "Queen Collection", with photos & videos of her wearing them, high up on their home page!! I find it, as my wee nephew would say, a bit cringe ...
I liked Cefinn clothes (though not her husband!) & thought they fitted a place in the market very well - so was surprised that it folded. It sat alongside & overlapping with Me+Em, Wyse, Reiss etc - those brands being a bit more fashion-led than, & having taken over from, Hobbs, Phase 8, LK Bennett etc, I think.
Me+Em did well from Victoria Starmer's patronage. Kemi Badenoch does dress well for her position, I'll give her that I suppose ... I too like to see a wide range of women wearing a label - it gives it some "realness".
Although my sister, who watches more TV than I do, has once or twice called to tease me when she's spotted Lorraine Kelly or an actress from Eastenders or similar series wearing, say, a Jigsaw top or Me+Em dress I also own!!
I'd rather it was Cate Blanchett or Tilda Swinton that I shared even one wardrobe item with ... but that's me being too up myself!