Confirmed: Samantha Cameron’s new fashion label is finally here

And it's pleasingly priced too

Fashion’s worst kept secret has finally been confirmed: Samantha Cameron’s fashion label is launching for spring/summer 2017. Rumours have been circulating about the brand since before the former prime minister's wife departed from 10 Downing Street in July, and today she revealed the details of her new venture:

‘I wanted to create an urban uniform for busy women who love fashion,’ Cameron said of the line she has christened Cefinn. ‘I felt there was a gap in market for a designer British brand at a contemporary price point offering a capsule wardrobe that takes you from day to evening.’

Cefinn - which is an amalgamation of the names of Cameron’s children Nancy, Arthur, Florence and Ivan, who sadly passed away in 2009 – will initially comprise of 40 pieces, and will be available early next year from Net-A-Porter, Selfridges and its eponymous website, Cefinn.com. Hitting the sweet spot of £100 - £300, it promises high quality but affordable additions to our wardrobes.

Cameron has long been a champion of British fashion, as well as an ambassador for the British Fashion Council and a champion of home-grown brands, so her segue into design makes perfect sense. Plus, her design credentials do stack up: she was the creative director at Smythson before taking up residence at 10 Downing Street, playing a significant hand in turning it into the sought-after heritage house it is today. Even then, she remained a key player at the brand by taking on a part-time consultancy role.

Plus, Cameron’s personal style is impeccable. Her go-to British labels include Preen, Christopher Kane, Jonathan Saunders, Erdem and Roksanda, and she’s long been praised for mixing in high street brands too, with Marks & Spencer and LK Bennett just as firmly established in her repertoire.

Given the scrutiny that is now placed on politicians and their spouse’s sense of style – the dissection of Melania Trump and Hillary Clinton’s sartorial choices during the American presidential election being just one recent example – it’s safe to say that Sam Cam knows how to nail the best dressed lists. Here’s hoping her new line will provide the perfect (and affordable) everyday uniform for us to look our very best too.