Samantha Cameron is preparing to launch her own fashion label.
Not quite three months after standing supportively behind her husband David Cameron as he resigned from his post of U.K. Prime Minister after losing the Brexit vote, Samantha has confirmed she is setting up her own fashion company.
From next spring, her label Cefinn will be stocked online at Cefinn.com and at Net-A-Porter as well as in department store Selfridges. The spring/summer 2017 line will comprise of 40 pieces, including contemporary dresses and office appropriate separates.
“I felt that there was a lot of American and French brands out there that fit that bracket of designer contemporary with the right price point and the right styling, but there aren’t that many British brands which fill that space,” she told Vogue.co.uk.
Samantha, who previously worked at as a creative director at London-based fashion company Smythson, added that the started the label to fill a gap in the “work-smart” market. But she insists that she resisted the urge to design the collection with herself in mind.
“Well obviously you’re thinking about yourself, but at the same time it can’t be all about yourself because that would be pointless,” she explained, adding: “I’ve spent a lot of time trying stuff on my friends.”
An image released by the British magazine shows her in an ecru midcalf trumpet skirt with a white windowpane print and matching belted shell.
Rumours have been circulating about the fashion label since before David’s departure from 10 Downing Street in June (16). During her husband’s tenure, the 45-year-old’s clothing choices were deliberate, in the model of U.S. First Lady Michelle Obama. She was applauded for wearing pieces at many different price points and by many different British designers, including Marks & Spencer, L.K. Bennett, Peter Pilotto, Christopher Kane, Erdem and Roksanda. Samantha also became the ambassador to the British Fashion Council, and remained a part-time consultant for the Smythson, attending the brand’s New York store opening last March (16).