Samantha Cameron gets behind London Fashion Week

Despite being conspicuous by her absence at the SS11 shows, due to the recent birth of daughter Florence, Samantha Cameron has pledged her full support, stating today that "London Fashion Week is extremely important to the fashion industry in the UK, and I look forward to being fully involved from next season." Cameron, who until May was the Creative Director of Smythson of Bond Street, and has been seen in designs from rising British stars including Erdem and Holly Fulton, added "we have so much young talent that needs to be supported, and nurtured to ensure we are building brands and businesses for the future".

Caroline Rush, who heads up the British Fashion Council, spoke of her "delight" at the news: "We know how much she will contribute with her considerable experience and creative sensibility."