Samantha Cameron has announced that she will launch a range of lingerie under her new fashion label, Cefinn.
The former Prime Minister’s wife has already designed a women’s clothing range, which is due to go on sale next year, and now plans to add bras, knickers and nightwear to her portfolio.
The new brand, to be stocked in Net-a-Porter and Selfridges, is designed to “answer the needs of a modern, busy woman”, according to the Cefinn website.
It is intended to be functional but stylish and will target professional women that desire a combination of the two.
Cameron is said to have designed the underwear collection inspired by her friends and modern women.