See Sam Cam's fashion line now

Sam Cam's debut fashion line is now available to buy online on its own website Cefinn.com, on Net-a-Porter and at Selfridges.

Called Cefinn, after her four children, it has a price point around that of Whistles- make that a high-end high street offering then, the likes of which the British high street is lucky to possess in droves, compared to our European counterparts. We have dresses around the £200 mark, jackets at £300.

The current collection is a black and businesslike, with long lines, flattering tie wraps and elongating seventies style scarves built into dresses and tops. Pops of colour in poppy red come from contrast piping on vest tops.

Cefinn is showcasing much of its collection as 'coming soon'- this has the feel of a soft launch. There are thirty five pieces that you can buy online now.


Coming soon: this little red number in a collection that's currently very, very black.

Cameron always had the business credentials to pull off her own line. Formerly creative director at leather goods manufacturer Smythson, Cameron designed wallets and handbags and once won a Glamour award for accessories design. When David Cameron became Prime Minister in 2010 she moved to a part-time consultancy role.

Samantha Cameron soon garnered a reputation for outdressing everyone else at diplomatic functions. She championed sophisticated brands like Emilia Wickstead and Roksanda Ilincic, as well as the Conservative party, occasionally cunningly restricting her outfits to shades of blue. Top to toe periwinkle or no, she knew her winter complexion (don't you know how to do your colours?) favoured bold block colour. She was reduced to more of a clothes horse than clothes designer under the scrutiny of the press. We're sorry: in this paragraph, we've just done it, too.

Despite her credentials, as someone who is riding a little on the coat tails of a better known member of their household, there is scepticism as well as praise in the air. The news that Sam Cam gets her own line is met with not a little bit of ill feeling, jealousy and some cutting pointers that her high-price brand (a coat costs £450) is barely affordable after her husband's economy-mangling.

We'd have a lot of fun if Sam Cam goes the way of fellow coat-tail (or make that Bridal train) rider, Pippa Middleton. The Duchess of Cambridge's little sister published Celebrate in 2012, an entertaining guide, in more ways than one, that didn't neglect to tell readers the facts: 'tea bags should go in the teapot' and star gazing should be done 'in pitch darkness on a very clear night.'

But so far there's not actually much to dislike or mock from the collection. It's Celebrate-simple, yes, but not stupidly so: a classic combination of a long, asymmetric skirts and long-line shell tops with a loose tie-wrap (pictured). It's relaxed, but cuts a sophisticated silhouette. It certainly suits statuesque Samantha.

So,a ladylike collection from the first-lady-like designer, that so far appears to play it safe... unlike David Cameron's referendum.

Find Samantha Cameron's Cefinn collection online at Net-a-Porter and on the Cefinn website and at Selfridges.