Since she exited Downing Street in July, speculation has been rife over what Samantha Cameron will turn her hand to next.
And fans now finally have an answer, as the so-called First Lady of Fashion has just unveiled her latest venture, a clothing line, in a stunning shoot in Vogue magazine.
Mrs Cameron’s label, named Cefinn, has been kept closely under wraps until now and the debut collection, which will feature 40 pieces, is to be stocked at Net-a-Porter and Selfridges as well as on its eponymous website.
Samantha Cameron models a top and skirt from her debut fashion line, Cefinn. She just unveiled her latest venture via a shoot in Vogue magazine’s new January issue
Modelled by Sam Cam herself, the fashion bible offers a sneak peak of the clothing label in its January issue which hits newsstands on Monday.
In a photograph released by the publication, the former Prime Minister’s wife models a chic grey and white top and skirt with a tie waist and red trim.
In October it was revealed that Mrs Cameron – who is mother to Nancy, 12, Arthur, ten, Florence, six and Ivan, who died in 2009 – had registered her own company, a luxury brand called Samantha Cameron Studio Limited.
Yet this is the first glimpse we have seen of what the 45-year-old’s debut range will look like.
Mrs Cameron at the Red Women of the year awards in October – the same month she registered her own company, a luxury brand called Samantha Cameron Studio Limited
Sam Cam leaves Downing Street in July wearing a Roksanda dress. She says her new range will be ‘designer contemporary with the right price point and the right styling’
Asked whether she designed the collection with herself in mind, Mrs Cameron said: ‘Well obviously you’re thinking about yourself, but at the same time it can’t be all about yourself because that would be pointless.
‘I’ve spent a lot of time trying stuff on my friends.’
The fine art graduate, who has had a long-held career in fashion, worked at Bond Street luxury brand Smythson as creative director for a number of years, a role which won her a British Glamour Magazine Award for Best Accessory Designer in 2009.
She then took a part-time consultancy role with the company when her family moved to Number 10 in 2010, stepping down to two days a week in order to support her husband.
Samantha is also an ambassador to the British Fashion Council, supporting British labels such as Alexander McQueen and Jonathan Saunders, and last year she topped Vanity Fair’s Best Dressed Women list.
In a 2015 interview with the Mail On Sunday, she explained she gets her business acumen from her mother Annabel Astor, who set up her first business aged 17, later co-founded upmarket furniture company Oka, and said she would have ‘died of boredom’ if she had been a stay-at-home mum, even though her children begged her to give up work.
‘I remember seeing her in curlers at breakfast before going out to work,’ said Sam, who spoke of having a very modern relationship with her mother: ‘She’s friends with all my friends. She has so much energy and is such fun.’
When quizzed on where her new label sits in the womenswear market, she explained: ‘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.