Samantha Cameron

CONTEMPORARY CAMERON: Britain’s former first lady Samantha Cameron has created a contemporary capsule clothing collection that will bow for spring retailing, and be sold on the brand’s web site, and Selfridges.

An arts graduate who spent a career working in creative roles at the British stationery and accessories brand Smythson, Cameron said she designed the collection, known as Cefinn, for the “busy, modern woman.”

The name Cefinn comes from the initials of her children. Retail prices range from 100 pounds to 300 pounds, or $125 to $373.

Cameron, who as first lady mixed a host of high street looks with designers such as Roksanda, Emilia Wickstead and Erdem, and was often snapped wearing Converse sneakers and jeans as she dropped her children off at school, said she wanted to create an “urban uniform” for fashion-loving women.

“I felt there was a gap in the market for a designer British brand at a contemporary price point offering a capsule wardrobe that takes you from day to evening,” Cameron said.

In October, Cameron set up a new company in the U.K., Samantha Cameron Studio Ltd., which is registered in North Lincolnshire, where she grew up.

The moment her husband David Cameron announced his resignation last June following the Brexit referendum, there was immediate speculation about the potential business ventures Cameron would pursue. There was widespread speculation that she was planning to launch a fashion business.

Cameron has been working as creative consultant to Smythson, and had done so throughout her husband’s tenure as prime minister.

She is a British Fashion Council ambassador, and during her time as first lady hosted a number of parties at No. 10 Downing Street to mark London Fashion Week.

Earlier this year, she and her family left Downing Street in style, with Cameron wearing a sleeveless multicolored dress by Roksanda. Earlier, in his farewell speech, David Cameron called Samantha “the love of my life,” adding, “You have kept me vaguely sane.”

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