LONDON • Nearly five months after leaving Downing Street, Mrs Samantha Cameron, wife of former British Prime Minister David Cameron, has launched a fashion label - revealed in British Vogue magazine.
The 45-year-old won many fans for her smart but modern style during her husband's six years in office, drawing comparisons with US First Lady Michelle Obama.
Art school-educated, Mrs Cameron was formerly the creative director of luxury leather goods and stationery firm Smythson, where she remains a creative consultant. She has also been studying pattern-cutting.
Free from the constraints of public life, she has now come up with her own collection of 40 pieces which will go on sale early next year.
"I felt that there were 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.
The brand name, Cefinn, is reportedly derived from her children's names - Elwen, Florence, Ivan and Nancy.
Ms Alexandra Shulman, editor-in-chief of British Vogue, was quoted in The Times as saying that the collection had a broad appeal, predicting that it would be popular as workwear.
"Like all designers Samantha has reflected her own taste in the clothes - they are quite simple well-cut shapes, hard-wearing with a lot of concentration on the fabrics so that they won't look rubbish by the end of a busy day and there are a lot of separates," she said.
"The collection is above your average high street price but not anywhere near international designer prices. This slot in the shopping market is actually doing very well at the moment so it's a good time for her to be launching."
Mr David Cameron resigned after the vote to leave the European Union, which he had opposed, and was succeeded by Mrs Theresa May on July 13.