David Cameron’s wife Samantha has revealed plans to start her own fashion brand next year.
The womenswear brand called Cefinn, reportedly named after her four children’s initials, will retail on its own website.
Customers will also be able to purchase the Cefinn range from Selfridges and Net-A-Porter.
Its first collection, scheduled to be released in spring 2017, will feature 40 items focusing on smart workwear.
Cameron, who previously held the role of creative director at Smythson, a luxury fashion and stationary brand, told Vogue that her prices will range between £100 and £300.
“I felt that there was 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 that many British brands which fill that space,” she said.
During her time in No 10 she was an ambassador for the British Fashion Council and championed the UK’s fashion industry.