David Cameron may be out of a job as of this summer, but Samantha Cameron has a new one. The former First Lady of Britain is starting her own line, Cefinn (an amalgamation of the names of her four children), which will debut in the pages of January’s British Vogue and will be available early next year.
The 40-piece line is priced from $125 to $375, which puts it at the contemporary level. “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,” Cameron told the magazine. “But there aren’t that many British brands which fill that space.” Cefinn has already racked up two impressive stockists: Net-a-Porter and Selfridges. It will also be sold directly on Cefinn.com.
Cameron already had some fashion bona fides before embarking on this venture. She was the creative director of Smythson and remains a consultant there. During her time as First Lady, she worked with the British Fashion Council as an ambassador, hosting designers including Donatella Versace, Victoria Beckham, and Christopher Bailey at Number 10. And she’s long promoted — via her many London Fashion Week appearances — independent British labels like Preen and Peter Pilotto. Maybe this coming season, we’ll see her wearing her own.