Samantha Cameron will launch a new contemporary womenswear label called Cefinn for spring 17.
The 40-piece ready-to-wear collection is named after the initials of her children and has been designed with the busy, modern women in mind. It will be available through its own website, as well as at Net-a-Porter and Selfridges, and prices range from £100 to £300.
“I wanted to create an urban uniform for busy women who love fashion,” said Cameron, who is married to former former prime minister David Cameron.
“I felt there was a gap in the market for a designer British brand at a contemporary price point offering a capsule wardrobe that takes you from day to evening.”
Cameron was previously creative director at luxury leather goods and stationery label Smythson.