Samantha Cameron Launches Fashion Label, Cefinn

It takes it's name from her children's initials

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Free from the shackles of being the wife of the Prime Minister, Samantha Cameron is set to showcase her creativity with the launch of her very own fashion label, Cefinn.

Taking its name from the initials of her four children, the label will debut for SS17 with a capsule collection available from cefinn.com, Net-A-Porter.com and Selfridges.

The first look at the collection sees Cameron in a black skirt and co-ordinating top, trimmed with red detailing. The brand's fledgling Instagram account offers little more in the way of hints.

Samantha Cameron wearing pieces from her debut Cefinn collection
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'I wanted to create an urban uniform for busy women who love fashion. 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,' said Cameron.

The 45 year-old is no stranger to the fashion industry. She served as ambassador to The British Fashion Council throughout her husband's consecutive terms in No.10 from 2010 until earlier this year, and previously held the position of Creative Director at luxury stationery and leather accessories brand Smythson, based on London's Bond Street. She was often lauded for her sartorial choices for formal occasions, favouring London-based designers including Roksanda, Christopher Kane and Erdem.

Her sister, Emily Sheffield, is Deputy Editor of British Vogue, the latest issue of which shows further images of the new collection, modelled by Cameron.

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