A few weeks before heading to the west London HQ of Cefinn to meet creative director Samantha Cameron, I find myself at Sadler’s Wells theatre, wearing the Janice, the brand’s sleeveless funnel-neck jumper in ribbed navy wool. As the woman at the end of the row stands up to let me pass, we both realise we’re wearing the same top. “I’m obsessed,” she says. “It’s smart but also comfortable, really versatile and I can wear it under a coat without my sleeves bunching up.
” Cameron’s own clothes have been subject to close scrutiny throughout the years. “I didn’t want to dress in a sort of suited and booted, corporate kind of City way,” she says of her wardrobe at Downing Street. “It just wasn’t my style.” Roksanda and Erdem were more her beat. There’s an almost imperceptible slump in her poise when I ask if David stepping back into politics to be foreign secretary last November has meant she has to think differently about brand strategy.