SamCam, we need to talk about Kevin

THERE are so many problems with samantha Cameron’s new fashion line that it is hard to pick a starting point. rather than set up in Britain, a Macedonian factory pays £1 an hour to workers churning out her high-priced togs. Also, she calls her range ‘Kevin’. Officially, it’s Cefinn, a name made up from her children’s names – but the noise it makes is ‘Kevin’, and there’s more than a whiff of the Kevin about the drab, functional clothes. Mrs Cameron, pictured left, isn’t the first recognisable name to try to spin polyester into gold. Apparently being a celebrity, even when your fame rests on something as feeble as being married to a politician, means you have great skill as a fashion designer. Having her ‘Kevin’ collection showcased in fashion bible Vogue this month must have been a lovely surprise for Mrs Cameron – and her sister emily sheffield, who is British Vogue’s deputy editor.

Coco Chanel started out making hats in a grim sweatshop. tom Ford had to nag his boss for months to get a junior design job. elie saab started out making ‘dresses’ for his sisters by cutting up newspapers.

But Mrs Cameron has a fashion label after years of having her husband pay someone to style her, out of taxpayers’ money. in other words, no background in the business, no apprenticeship – just a few years of wearing designer clothes, an arduous duty that had her appointed an ambassador for British fashion.

if using something regularly is all it takes to get an honorarium, i am an ambassador for takeaway pizza.

Very rich people don’t work harder, they just have a particular skillset for getting into useful places.

still, i can’t wait for Dave’s range of shirts, shorts, too dark navy polo tops and loafers without socks.