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.