Samantha Cameron Launches Fashion Label

Samantha Cameron is launching her first fashion label, we can reveal, called Cefinn. The first pictures of the collection - which launches for spring/summer 2017 - can be seen exclusively in January Vogue, available on news stands Monday, December 5. The collection, which will be priced between £100 and £300, will comprise 40 pieces and will be available early next year from Net-A-Porter, Selfridges and its own-name website, Cefinn.com.

“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,” Cameron - formerly creative director at Smythson, where she still holds a consultancy role - told us of her inspiration to start the label, which is named after the initials of her children. Although she revealed that she resisted the urge to design the collection with herself in mind.

“Well obviously you’re thinking about yourself, but at the same time it can’t be all about yourself because that would be pointless," she explained, adding: "I’ve spent a lot of time trying stuff on my friends.”

Rumours have been circulating about the fashion label since before Cameron's departure from 10 Downing Street this June. The former prime minister's wife, who has long been a champion of British fashion as well as an ambassador for the British Fashion Council, has waited until now to reveal any details about her next venture.