Samantha Cameron launches fashion label

Sam Cam, also known as Samantha Cameron, wife of former Prime Minister David Cameron, has launched a fashion label. The brand – Cefinn – was named after the couple’s four children.

The collection reflects Cameron’s personal style; conservative yet modern. The capsule sized line features knee-length funnel-neck and empire shift dresses, boxy zip jackets and stretch wool blazers, as well as maxi culottes and midi skirts. The colour palette consists of black, khaki, navy and red.

Albeit classy and wearable, the collection comes across as over-priced, underwhelming and dare-I-say-it, very bland. It is obvious Cameron has aired on the side of caution with a safe approach to this fashion venture. However, the clothes will definitely appeal to her audience, who will no doubt have the money to spend. Prices range from £110 for a basic black satin panel boxy top, to £390 for a belted cocoon coat, available in either khaki and navy.

On the website, Cameron said: “I wanted to create a brand made for practical, modern women who enjoy clothes and whose love of fashion doesn’t detract from their dignity and intelligence. This collection encapsulates an elegant, easy sense of style with a real focus on functionality and quality.”