Samantha Cameron’s fashion range will include lingerie – what can we expect from her Cefinn brand?

The announcement sexy lingerie sale that Samantha Cameron was set to design her own clothing line didn’t exactly come as a huge shock last year. A Fine Arts graduate, who was once the creative director of luxury Bond Street brand Smythson, she’s clearly a woman with an artistic eye.

While working at Smythson, she proved herself by turning the highly traditional stationery brand into a fashion force. It’s no coincidence that during her tenure, their best seller in 2007 was the Nancy bag, named after Samantha’s daughter. The Smythson Nancy bag


And let’s not forget that Samantha is passionate about fashion. During her time at No10 she drew praise for her style and was commended for championing British designers like Roksanda Ilincic, Erdem and Jonathan Saunders.

Her decision to wear high street brands like Zara and Whistles also proved that she was adept at using fashion as a clever messaging tool. Wearing a pair of Zara shoes at the Tory party conference in 2009 Read MoreSamantha Cameron will launch her own fashion line Cefinn for spring/summer 2017

Samantha also has strong connections in the fashion industry. Her sister Emily Sheffield is the deputy editor of Vogue and she has worked closely with the British Fashion Council. In 2009, she received the British Glamour Magazine Award for Best Accessory Designer and she’s also a regular on the FROW at London Fashion Week . At the Glamour Magazine Women of the Year Awards 2009 Read MoreSamantha Cameron became a style icon of politics – here are some of her best looks

So what about the name? Well, it’s derived from the first and last letters of the Cameron name, and the initials of the couple’s four children Elwen, Florence, Ivan and Nancy.

Now SamCam sexy lingerie sale has announced that she’s already expanding her fashion label to include lingerie, proving that she’s shaping up to be quite the shrewd business women. So what can we expect when her range finally launches on Net-a-Porter and Selfridges early this year

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