Samantha Cameron launches own fashion label called Cefinn

Written by David Singleton on 30 November 2016 in Diary

David Cameron’s wife looks to emulate Carla Bruni rather than Cherie Blair and Sarah Brown.

Samantha Cameron has revealed plans to move on from life as a political spouse - by launching her own fashion label.

The new brand will be called Cefinn, said to be named after the initials of her children. The first 40 pieces will be on sale soon at Selfridges, Net-a-Porter and its own-name website.

The move – announced in British Vogue - is in many ways the obvious next step for a fine arts graduate who worked at Bond Street luxury brand Smythson as creative director for a number of years.

David Cameron’s wife was a champion of homegrown brands during her husband’s premiership, as an ambassador for the British Fashion Council. And in October it was revealed that she had registered her own company, called Samantha Cameron Studio Limited.

But Mrs Cameron’s move is nevertheless a radical departure from the rather more worthy paths taken by the wifes of other recent occupants of Number 10.

When Tony Blair left office his wife Cherie established the Cherie Blair Foundation for Women, which focuses on empowering women in developing economies.

A few years later, the wife of Gordon Brown responded to her husband’s departure from Number 10 by getting stuck into various charitable ventures. Sarah Brown established children’s charity Theirworld and became the executive chairwoman of the Global Business Coalition for Education among other things.

Yet there are exceptions.

As the New York Times notes, Carla Bruni Sarkozy, a former model and the wife of former President Nicolas Sarkozy of France, became the face of Bulgari jewelers the year after her husband left office, and it didn’t raise many eyebrows.




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