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Samantha Cameron is launching a fashion label

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For over three hundred years, 10 Downing Street has welcomed the double-breasted, the pin-striped and the morning. Looking for sartorial pizzazz amongst the staid suits of past prime ministers is like searching for a needle in a… pile of men.

And while Margaret Thatcher’s powder blue Aquascutum was a (visually) pleasant departure from the norm, it was Samantha Cameron who really broke the mould in the style stakes. And we’re not talking about that dolphin tattoo (although we do rather love it).


Read more: Fit for a queen: the timeless, magisterial power dressing of Elizabeth II


During her six years in Downing Street, Samantha Cameron became known for her sharp sense of style that was challenged only by the monochrome getup of Chief Mouser, Larry. So it makes complete sense that now, the ex-prime minister’s wife has announced she is launching her own fashion label.

Launching in Spring/Summer 2017, Cefinn – named after the initials of her four children Nancy, Elwen, Florence and Ivan – is a ready-to-wear capsule collection designed for the busy career woman.

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Samantha Cameron wears Cefinn. Photograph: Darren Gerrish

The collection will be made up of 40 pieces, and will be available on its own website, as well as Net-a-Porter and Selfridges, with prices in the reasonable range of £100-£300.

Cameron’s style was marked by elegance and modernity, bringing a less stuffy, refreshing aesthetic to political dress.

While she’s certainly the first outgoing inhabitant of Downing Street to dive into the fashion industry, the news isn’t entirely a surprise. After registering Samantha Cameron Studio Ltd with Companies house back in October, whispers started. And, of course, there’s the fact that she undertook a dressmaking course while still living at Number 10.


Read more: Vulgar and proud of it: why British fashion rules style


It won’t be her first time designing either, previously working as the creative director of accessories brand, Smythson, before David Cameron became PM.

“I wanted to create an urban uniform for busy women who love fashion,” says Cameron, 45. “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.”

Keep an eye out for further announcements here on Stylist.co.uk, but we can expect the collection to ooze classic elegance with a modern twist.

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