LONDON-Samantha Cameron, wife of British Prime Minister David Cameron and a creative consultant at Smythson, plans to work with the British Fashion Council to support London Fashion Week and other initiatives.

The BFC said in a statement that Cameron would be attending future fashion weeks and is currently working with the organization to “define and structure” her future role there.

“London Fashion Week is extremely important to the fashion industry in the UK and I look forward to being fully involved from next season,” said Cameron, who last month gave birth to her fourth child, Florence.

“We have so much young talent that needs to be supported and nurtured to ensure we are building brands and businesses for the future,” Cameron added.

Cameron is a well-known figure in the British fashion industry, having served as creative director of the Bond Street stationers and accessories firm since the mid-1990s. In May, after her husband became prime minister, she resigned her post and now spends two days per week at the brand.


Over the years, Cameron pushed hard to freshen up Smythson’s once-fusty image, creating the popular Fashion Diary and collaborating with labels including Erdem, Giles Deacon and, most recently, Holly Fulton.



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