While the Tories are in freefall, one former first couple are bucking the trend. Samantha Cameron, the designer and founder of the fashion brand Cefinn and wife of the former prime minister David Cameron, is about to open her first bricks-and-mortar store. The Belgravia boutique puts her back in the public eye, just as the role of foreign secretary has returned her husband to the frontline of politics.
Cefinn steers a course between garden-party nostalgia and modern life. Its sleek long floral dresses are aimed at a well-to-do customer who has taken half a day off work to be at a school sports day but needs to be back at the office to lead a meeting by 2pm.
