By  on May 14, 2010

LONDON — Samantha Cameron, Britain’s new first lady, has resigned her post as creative director of Smythson, and will become creative consultant at the Bond Street stationers.

Cameron said Thursday she would reduce her working week to two days from four days as a result of her latest pregnancy and her new role as wife of Britain’s prime minister.

Cameron, who is expecting her fourth child in September, said, “This is a personal decision made when I discovered I was pregnant and one that I have been considering for some time during what has been an understandably difficult year. As a creative consultant working two days a week I will be involved in all the same areas as before, however I will not be directly responsible for them.

“I look forward to my changed role and balancing it with my new day-to-day life as well as being able to spend more time with my children,” she said.

Cameron has worked for Smythson since the mid-Nineties, and over the years has pushed hard to freshen up its once-fusty image, creating the popular Fashion Diary and collaborating with labels including Erdem and Giles Deacon.

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