Former British first lady to launch capsule collection

While Samantha Cameron is no longer Britain’s first lady, she didn’t wait very long to find another role to undertake: fashion designer.

According to Vogue UK, Cameron will be launching Cefinn, her first fashion label early next year with retailers Net-a-Porter and Selfridges. Also available on, Vogue UK says the collection’s first offerings will be 40 spring/summer 2017 styles that retail between $125 and $375 USD.

Targeting women like Cameron, according to Fashionista, she said, Cefinn — which gets its name from the initials of her children — was largely born out of a need to create a uniquely British brand of contemporary style.

“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 UK. 

No stranger to fashion and luxury goods, Vogue UK reports that Cameron previously served as the creative director at Smythson, a London-based retailer of luxury stationary, leather and fashion products and continues to serve in a “consultancy” role; she was also an ambassador for the British Fashion Council.

To learn more about Cameron’s new initiative, click here.