A new fashion for first ladies

Given that their clothes and accessories are relentlessly scrutinised and commented upon by the media and their choices spell millions in sales for brands, it is a wonder that more spouses have not done what Samantha Cameron has, now that she is no longer chatelaine of 10, Downing Street: started her own clothing company.

Imagine if Michelle Obama were to do the same: MOrph, MOcha or simply MObama? It would certainly give many high-street labels a run for their money, even when she is no longer First Lady of the US.

Sam-Cam has experience in business, having been creative director of a luxury stationery and office equipment company till 2010, so it is not surprising that she will become the breadwinner now that her husband David plans on being a stay-athome dad at least in the short term, to pen his memoirs.

While SamCam could certainly be the pioneer for other first ladies at a loose end after the limelight, the trump card may be held by the person across the Atlantic who will soon be First Daughter.

Ivanka Trump already has a fashion line and is currently battling a nationwide boycott call of her products by her father’s opponents.

Moreover, she has given plenty of indication that the usual fashion brands and designers will not be the only beneficiaries of the publicity inherent in dressing the ladies at the White House.