Samantha Cameron has launched a new fashion label, designed for “a woman who’s busy, juggling lots of things, [and] loves fashion”.

The wife of former Conservative Prime Minister David Cameron tells the Sunday Times Style magazine that she sought the input of American Vogue editor Anna Wintour when preparing designs for new brand Cefinn.

“She gave me great advice,” Cameron says. “She was very good. She was very much, don’t be scared to make it your own, put your stamp of individuality on it.

“She really liked the fact it was about real women, and she was very much, stick with that.”

Samantha Cameron unveils her new fashion collection