Jump to Main ContentJump to Primary Navigation
Top

Samantha Cameron is launching a fashion label

SAMANTHA CAMERON.jpg

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.

samantha cameron

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.

Related

natalie portman sexism.jpg

Natalie Portman: Sexism now is much worse than it was in the 60s

rexfeatures_7448917fn.jpg

Gilmore Girls’ final words left Alexis Bledel just as shocked as you

rexfeatures_6907768n.jpg

Serena Williams writes killer open letter about sexism and equal pay

Comments

More

This epic new handbag range is made from pineapple leaves

Vegan fashion that doesn't compromise on style

by Nicola Colyer
26 May 2017

Relax: Amazon’s new wedding shop has arrived

Browse “unique, handcrafted items for your wedding day”

by Anna Brech
26 May 2017

This week's style list: from Annie Warhol to chandelier earrings

Indulge yourself with a treat from our hand-picked edits

by The Stylist web team
25 May 2017

Five items in your wardrobe that were inspired by Cristóbal Balenciaga

Don't know much about him? Look no further...

by Harriet Hall
25 May 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

25 May 2017

25 unusual accessories to update your wedding wardrobe

Shoes, bags, jewellery and headgear to perk up your one-wear wedding wonders

by Amy Swales
24 May 2017

22 unusual and awesome Father's Day gifts

Stylish, foodie, boozy, outdoorsy: we've got you covered

by Amy Swales
24 May 2017

Summer looks like jeans that turn into shorts

You didn't know these were missing from your life

by Amy Swales
22 May 2017

A closer look at Pippa Middleton’s wedding dress

One of Britain's most celebrated designers, Giles Deacon, created the gown

21 May 2017

The feminist t-shirt everyone’s talking about on Instagram

It’s time to wear your feminist credentials front and centre

by Kayleigh Dray
19 May 2017