MRS CAMERON’S NEXT MOVE
When the Cameron family swapped Downing Street for civvy street last summer, the fashion rumour mill kicked into overdrive. With 14 successful years as creative director of Smythson and an ambassadorial role for the British Fashion Council under her polished leather belt, would Samantha design her own label in the future? This spring sees the launch of her perfectly timed (and tailored) answer: a sleek and wellconsidered collection that showcases both her creative prowess and commercial savvy. Cameron describes her new label Cefinn (a loose amalgamation of her children’s names) as ‘an urban uniform for busy women who love fashion’. And we agree: with a focus on stylish tailoring, the range is designed to withstand the demands of modern life (easily transitioning from boardroom to dinner party and beyond) but still feels stylish and refreshingly non-corporate. And the best bit? Prices are between £100-£300. It’s the workwear range you didn’t know you needed.
Available online from Cefinn.com, Net-a-porter.com and Selfridges