It's been five months since David Cameron stepped down as Prime Minister, and now his wife Samantha has ventured into the realm of fashion, announcing the launch of her new clothing line for women called Cefinn - named after the initials of her four children, Florence Rose Endellion, Arthur Elwen, Ivan Reginald Ian and Nancy Gwen.
The ready-to-wear collection is set to launch in Spring/Summer 2017 and was designed by Samantha, who is a British Fashion Council ambassador, with the contemporary and busy woman in mind. The 40-piece collection will be stocked at Cefinn.com, NET-A-PORTER and Selfridges, and prices will range from £100-£300.
'I wanted to create an urban uniform for busy women who love fashion,' Samantha said. 'I felt there was a gap in the market for a designer British brand at a contemporary price point offering a capsule wardrobe that takes you from day to evening.'
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Samantha was the creative director of luxury stationery brand Smythson until 2010. She was awarded Best Accessory Designer by Glamour in 2009 and in 2010 she was featured in Tatler's top 10 best-dressed list, so she knows a thing or two about fashion. She has been a prominent face at London Fashion Week and has worn designer pieces by the likes of Roksanda, Christopher Kane, L.K.Bennett and Erdem, but also favours more attainable high street brands like Zara and Whistles. Her collection will undoubtedly reflect her elegant style.