And so the race to election day begins. Forget about the stresses on Dave and Gordon, for Sam and Sarah it means months of public appearances (read: outfit choices).
But, thanks to a new label, they have a safe place to head. Damsel in a Dress is geared to serve the first-lady niche. It was founded by Alison Mansell, the woman behind Sam Cam's famous £65 M&S dress (arguably the highlight of last year's Conservative party conference, and itself an impeccable study in first-lady style: fashionable but not too fashion, flattering but not flashy, frugal but not frumpy).
There are clear policy guidelines here: it's about signature shift dresses in primary colours or prints (witness Sam and Sarah's penchant for Erdem), paired with chunky accessories (such as those big Mobama belts and jewels), finished off with a simple trench coat. It's about sensible heels, hemlines and prices (there is, after all, nothing more political than pricing), and grown-up fashion for grown-up women. For a similar look, head to Zara, Hobbs, Jigsaw and Banana Republic on the high street.
Or try Fenwick, a favourite of Sam's, with its boutique brands such as Helene Berman and Tara Jarmon. First-lady fashion is about wearable, flattering styles that quietly whisper confidence rather than screaming look at me, or emptying your wallet. It's not hard to see why it's a vote-winner, really.
Damsel in a Dress, from John Lewis, from February 8