Is Sam Cam facing a fashion comeback?

With David Cameron’s shock return to the frontline of politics, the next question on much of society’s lips is ‘what’s next for Samantha?’.

The 52-year-old wife of the former Prime Minister is the brains behind Cefinn – a celeb-loved brand that’s raison d’etre is to provide a ‘smart but easy’ work wardrobe for busy women. 

Despite being well-respected and loved by many of the fashion set – including Kate Middleton – Cefinn’s sale haven’t been spectacular, with the brands losses totalling more than £2.6million according to latest figures.

Affectionately known as Sam Cam, the fashion designer often looks stylish at society events, and more often than not, in her own brand. 

But one fashion expert has told FEMAIL that the brand is ‘too safe’ which is why it’s failed financially despite critical success. So could David’s return to the cabinet help bring it back in the black?

David and Samantha Cameron are pictured art Ascot this year, Samantha is seen in a Cefinn dress

Samantha is often seen at society events - including Wimbledon in 2023 (pictured)

The Princess of Wales is a fan of the brand, pictured in a £490 shirt dress from Cefinn,

Speaking to FEMAIL, fashion expert and celebrity stylist Miranda Holder told FEMAIL: ‘As the fortunes of David Cameron take a U-turn, Samantha is doubtlessly hoping that the good luck will extend to her own struggling clothing brand, Cefinn.

‘With losses of more than £2 million reported, Cefinn has up until now failed to make a major splash on the fashion scene. 

‘The garments are well designed, suitable for workwear or smarter evening functions, and thanks to their modesty, have developed a Royal fan base, with Windsor wives from Queen Camilla to Princess Kate stepping out in the brand.

‘The collections – many of them dresses – are demure and elegant, channelling the ‘quiet luxury’ aesthetic made popular by actress Sienna Miller in the TV series Anatomy of a Scandal – and indeed, Cefinn did make the cut into her immaculate wardrobe for the show.

‘All that said however, and I can’t help feeling that up until now. Samantha has played things too safe with the brand, leaving the collections arguably more conservative than her husband’s politics. 

‘The clothes have lacked the wow factor, which, coupled with our changing lifestyles post Covid with home working increasing and even going “out out” clothes becoming even more casual (who realistically wants to walk around looking like a working Royal anyway) made for a business formula that was likely to fall flat.

‘Samantha designed for too narrow a demographic, she needed to cast the sartorial net wider than her posh, public school friends.

‘Perhaps there has also been an element of “voting with our purses” as shoppers become far more savvy in the current climate, and also an aspect of “out of sight out of mind'”.. perhaps then, this surprising turn of events is exactly what Samantha Cameron needed. 

Samantha is  considered one of the most stylish women in politics, she is pictured with David at the wedding for George Osbourne and  Thea Rogers

Samantha looks stylish on many occasions. Pictured  at the coronation ceremony of King Charles III and Queen Camilla in Westminster Abbey

‘A chance to start afresh, widen the brand’s appeal, branching out from a sector of an already saturated market and ultimately, to take a few well considered risks. 

Now back in the political public eye, Samantha could make a comeback.

 In 2018, she returned to 10 Downing Street with a list of fashion heavyweights including Vogue’s Anna Wintour and Edward Enniful for a party thrown by then- Prime Minister Theresa May to celebrate Fashion Week.

She’s also spoken about her love of design on dozens of occasions.

‘Be it the school run, a business meeting or an evening engagement, I want to feel confident. 

‘I wouldn’t have set up my label Cefinn if I hadn’t been able to find fabrics that were machine washable and don’t crease easily. 

‘We all aim to be that woman who looks as good at the end of the day as she does at the beginning,’ she previously told the Daily Mail

Talk of Samantha’s return coms as David Cameron made a shock comeback today as Rishi Sunak sacked Suella Braverman in a reshuffle described as ‘trolling’ the Tory Right.

MPs vented fury at the ‘astonishing’ overhaul by the PM in his big reset before the election, ousting Ms Braverman after a series of bitter clashes. 

Foreign Secretary James Cleverly, a close ally of Mr Sunak with less trenchant views on the European Convention on Human Rights, is taking over in the Home Office

Samantha is pictured at London Fashion Week reception in 2018 at 10 Downing Street with Tammy Kane

David Cameron (centre) and his wife Samantha (left) greet Michelle Obama outside 10 Downing Street

David Cameron speaks beside (L-R) his daughter Nancy Gwen, daughter Florence Rose Endellion, his wife Samantha Cameron and son Arthur Elwen outside 10 Downing Street

In a decision that sent an earthquake through Westminster, Mr Cameron has been handed Mr Cleverly’s old role. He receives a peerage so he can assume the government post, because he is not an MP. 

He is the first member of the Upper House to hold the role since Lord Carrington in the 1980s, and the first ex-PM to return to Cabinet since Alec Douglas-Home in the 1970s.

Just weeks ago Lord Cameron condemned Mr Sunak’s decision to downgrade the HS2 rail project. Incredulous Tory MPs, who deeply  deeply distrust the peer after he headed the Remain campaign before quitting in 2016, also slammed him for fostering closer relations with China as premier. 

But jubilant arch-Remainer Lord Heseltine praised Mr Sunak for returning to the ‘centre ground’ and urged him to bring back George Osborne as well. 

In a statement, Lord Cameron said: ‘We are facing a daunting set of international challenges, including the war in Ukraine and the crisis in the Middle East. 

‘At this time of profound global change, it has rarely been more important for this country to stand by our allies, strengthen our partnerships and make sure our voice is heard. 

‘While I have been out of front-line politics for the last seven years, I hope that my experience – as Conservative Leader for eleven years and Prime Minister for six – will assist me in helping the Prime Minister to meet these vital challenges.’ 


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