New fashion label

During her six years at Downing Street, Samantha Cameron inspired professional women across the country with her elegant, eclectic and modern approach to workwear. Now, she’s taking the next step in influencing the wardrobes of the nation by launching her own fashion line.

Cefinn (the first and last letters are the same as the Cameron surname while the middle letters represent the initials of her four children- Elwen, Florence, Ivan and Nancy) goes on sale today on its own website,, as well as via and Selfridges. The 35 piece collection is designed to be “urban uniform for busy women who love fashion,” according to Samantha Cameron, who first revealed news of the collection in British Vogue.

What do the clothes look like?

As you’d expect from a woman who had to dress for everything from the school run to a state dinner with the Obamas during her time in Number 10, Cefinn is a collection of easy-to-mix separates and dresses you can throw on and run out the door in.

There’s also a hefty dose of versatile workwear, such as the sleeveless wool top and matching midi skirt Cameron was photographed in for the Vogue feature. With its red trim, tie-waist and kicked hem, the look was sleek enough for the office but also ripe for dressing up come the evening.