Samantha Cameron has revealed that she is to launch her own fashion label early next year. The news comes just six months after leaving Downing Street, when her husband stepped down as UK prime minister in June, and follows intense speculation that she would re-enter the fashion sector.
The contemporary label, called Cefinn after her four children’s initials, will debut at retail as next spring’s collection start to drop in-store. It will have its own website and a listing in Selfridges and on netaporter.com, which will help raise its profile beyond the UK.
There are few details available but it is known that the weighting at launch will be towards daywear, that prices will range from £100 to £300 and that there will be 40 pieces. It is widely expected to focus on careerwear with dresses and separates that will work as well in the office as elsewhere.
Cameron has given an exclusive interview to British Vogue for its January issue to support the launch with pictures set to debut when the magazine goes on sale on December 5.
She said she felt that there were a lot of American and French brands that fit that bracket of “designer contemporary with the right price point and the right styling, but there aren’t many British brands which fill that space.” She also said that she wants to tread a line between the high street and the luxury sector.
Cameron, who registered Samantha Cameron Studio Ltd last month, is reported to have studied dressmaking during her time in Downing Street. She also has a long association with the high-end fashion sector having been creative director of luxe luggage label Smythson, for which she still acts as a creative consultant.
During her time in Downing Street she was acknowledged as a fashion influencer, with her choices selling out fast in stores just like those of Michelle Obama and the Duchess of Cambdridge.