This morning, Samantha Cameron launched her own womenswear label, Cefinn, a collection of elegant contemporary workwear based off of the signature style she cultivated in her time at Number 10. The collection is centred around workwear separates that are effortless and will continue to look pristine after washing them 20 times (and in the ninth hour of meetings).
Cameron explained to Vogue that the level of scrutiny on her clothing she experienced while her husband, David, was prime minister meant that it was important she tested and washed every single piece before she wore it out. "I always had to worry about a piece of clothing behaving in a way it shouldn't," she says. "It's why every time you ever try anything on in a changing room, you should always sit down in it." Meaning these are hard-wearing pieces that will last through a week full of meetings and are designed to be worn over and over again.
This isn't going to be a trend-led collection. Instead, you'll find classic dresses, blouses and pencil skirts in shades of grey, navy, red and khaki. Despite that safe territory, two items are already emerging as the most popular pieces of the lot, and they both sold out on Cefinn's site less than 12 hours after it went live.
Cefinn Funnel-Neck Midi Dress (£270).
First up is a navy cropped blouse with a neat pointed collar, sleeves and sporty zip at the front, which is listed as "low in stock" for sizes 8, 10 and 12 on Net-a-Porter and is completely sold out on the Cefinn website. Next up is the navy midi dress with a fluted skirt and gold zip down the front, which has now sold out in sizes 10, 12 and 14 and is sold out in khaki on Cefinn's site.
Scroll below to shop the two best-selling pieces from Cefinn while they are still available.