Samantha Cameron Launches Fashion Label Cefinn

Samantha Cameron, wife of former British Prime Minister David Cameron, has launched her first fashion label.

Named Cefinn (after the initials of her four children Elwen, Florence, Ivan and Nancy), the 35 piece collection is designed to be an urban uniform for modern, busy women who love fashion. It encapsulates an elegant, easy sense of style with a real focus on functionality and quality. According to Cameron, the collection had been three years in the making and she had taken lessons in pattern cutting and sewing while she was still living at 10 Downing Street.

'I felt that there were a lot of American and French brands out there that fit that bracket of designer contemporary with the right price point and the right styling but there aren't many British brands which fill that space,' she told Vogue of part of the reason she chose to launch Cefinn.

Net-a-Porter CEO Alison Loehnis said Cefinn is as 'a definitive collection of wearable wardrobe staples and transitional buy-now-wear-now looks that are super stylish, as well as functional and practical.'

The spring/summer 2017 range of Cefinn has been designed to cater for all occasions and consists of tops, skirts, dresses, culottes and coats. Prices range from 110 pounds to 390 pounds. Key highlights include a Peplum top for 190 pounds, a funnel neck midi dress for 270 pounds, and a boxy black jacket for 290 pounds.

The collection is available on the Cefinn website, and at Net-a-Porter.com, Selfridges.com and Selfridges stores in London, Manchester and Birmingham.

Check out some images from the lookbook below and sound off on twitter @fmd1_com using the hashtag #lovefmd.

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