Samantha Cameron, wife of former UK Prime Minister David Cameron, launches her label Cefinn – taking inspiration from the initials of her four children Elwen, Florence, Ivan and Nancy.
Mrs Cameron said she wanted to design “an urban uniform for busy women” and that she felt there was a “gap in the market”.
Items from the 40-piece ready-to-wear collection, launching for spring/summer 2017, will retail at between £100 and £300.
A British fashion Council Ambassador, Mrs Cameron, has a consultancy role at luxury leather goods makers Smythson.
