Fashion & Style

UK former first lady Samantha Cameron launches fashion line

HONG KONG - JUNE 27: (CHINA OUT) Samantha Cameron, wife of British Prime Minister David Cameron, attends Smythson store opening ceremoy on June 27, 2013 in Hong Kong, Hong Kong. (Photo by ChinaFotoPress/ChinaFotoPress via Getty Images)

HONG KONG - JUNE 27:  (CHINA OUT) Samantha Cameron, wife of British Prime Minister David Cameron, attends Smythson store opening ceremoy on June 27, 2013 in Hong Kong, Hong Kong.  (Photo by ChinaFotoPress/ChinaFotoPress via Getty Images)

Nearly five months after leaving Downing Street, Britain’s former first lady Samantha Cameron has launched a fashion label — revealed, naturally, in British Vogue magazine. The wife of former prime minister David Cameron has designed a 40-piece collection which will be sold from early next year.

Mrs Cameron said she was inspired to start the label as there were not many British brands that fit the “designer contemporary” bracket.

The brand name, Cefinn, is reportedly derived from her children’s names — Elwen, Florence, Ivan and Nancy. 

The 45-year-old wife of former Conservative prime minister David Cameron won many fans for her smart but modern style during his six years in office, drawing comparisons with US first lady Michelle Obama.

Free from the constraints of public life, she has now come up with her own collection of 40 pieces which will go on sale early next year.

Items from the fashion range will be priced between £100 and £300.

The first pictures of the collection will feature in the January issue of British Vogue ahead of its launch for spring/summer 2017. Her sister Emily Sheffield is deputy editor of the magazine.

In an interview with the publication, Mrs Cameron said: “I felt that there was a lot of American and French brands out there that fit that bracket of designer contemporary with the right price point and the right styling, but there aren’t that many British brands which fill that space.”

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She said she resisted the urge to completely design the collection with herself in mind as “that would be pointless”, adding: “I’ve spent a lot of time trying stuff on my friends.”

Mrs Cameron became known for her fashion style during her time at Number 10 and previously worked as creative director of luxury brand Smythson, where she still holds a consultancy role.

She also currently serves as an ambassador for the British Fashion Council and is often seen wearing UK brands including Roksanda, Christopher Kane and Erdem.

She said she was launching her own fashion range to “create an urban uniform for busy women” saying she felt there was a gap in the market for a British brand that offered a wardrobe that could take women from day to evening.

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David Cameron resigned after the vote to leave the European Union, which he had opposed, and was succeeded by Theresa May on July 13.

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