Fashion with a passion The Samoa Sinnet Fashion Show

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THE SINNET FASHION SHOW: Enid Westerlund (5th from left) with some of the designers whose work will feature in the first Samoa Sinnet Fashion Show.

THE SINNET FASHION SHOW: Enid Westerlund (5th from left) with some of the designers whose work will feature in the first Samoa Sinnet Fashion Show.

Fashion has evolved overtime and is becoming more dynamic. 

Samoans are truly talented not only in the traditional, performing and visual arts but also in fashion designing. 

In the last two decades, the fashion industry has increased its reach globally as it influences consumer and marketing behaviour.

Samoa is not immune to these global phenomena with trends influencing the way people interact with each other, socially and culturally. This is significant with the youth of today as they become more technologically savvy and familiar with popular apparel brands worldwide.

Fashion shows have been known to attract many people to a destination and designers aspire to showcase their talents on the prominent runways of Paris, Milan, New York, London, Sydney and Auckland Fashion Week.

In the Pacific market, Samoan designers have featured in Australia, New Zealand, and Fiji Fashion shows however a lack of initiative to really help promote and showcase locally. 

The Samoa Sinnet Fashion Show aims to fill this gap in bringing together artists from the across the industry to showcase Samoa not only as a talented island but also as a destination. The Samoa Sinnet Fashion Show was founded by Enid Westerlund, an entrepreneur, air transport consultant, owner of new upcoming fashion label  “ENARA” at Fugalei. 

She is the daughter of award winning farmer Pastor Ricky Westerlund and Louisa Westerlund. The Samoa Sinnet Fashion Show is a collaborative effort of local designers, fashion houses, local businesses to launch Samoa fashion, art, entertainment as well as promoting tourism and hospitality.

The sinnet (afa) has been chosen as a symbol of strength and beauty. It is interwoven strong bonds that hold the fabric of “We” together. The show will be hosted by the prestigious Taumeasina Island Resort. This year a portion of show funds will go towards the Children’s Ward Project (C.W.P) and the Young Artist Foundation (Y.A.F).

The objective is to provide a platform where local designers can showcase their art without the pressure of competition or high overhead costs involved in managing such events.

The organisers wish to illustrate that a designer is not merely just a dressmaker but an artist who is highly capable of establishing fashion label and managing small to medium businesses.

In addition, they hope to achieve the following objectives through this platform:

• Promote equal opportunity for all designers, models, hair stylists, makeup artists and youth volunteers.

• Support the children’s ward at Tupua Tamasese Meaole Hosptial through donating resources to be used by children, add to the playroom and other equipment that are needed for young patients.

• Starting the “Young Artists Foundation” (YAF) whereby aspiring fashion designers/artists can increase knowledge, providing them with the necessary tools and skills to start their own label/brand.

• Motivate and empower Samoa’s youth to pursue their dreams in exploring the creative arts and to realize that designing can be a lucrative career.

• Inspire more designers to build confidence in their products and not be afraid to be innovative, bold and also launch their designs locally and internationally.

• Empower young emerging artists through shared knowledge, mentoring and apprenticeships under YAF.

• Market Samoa as a fashion destination

Emerging and established designers who will be showcasing on the night include: Natalya Ah Him (Pele Creations), Afa Ah Loo (Afa Ah Loo), Jaffa Chan Chui (Samoa Island Design), Judy Gabot (Filipin Sew) , Rosie Kapeteni (Insider), Fraces Te’o (Mahealani), Marita Wendt (Plantation House), Enid Westerlund & Elizabeth Westerlund (Enara)

Student Designers: AJ Samoa, Kathy Hill, Siliafai Chong Wong

Photogaphers & Videographers: Caroline Bell, Andrew Ah Liki, Joanne Westerlund, Jordan Kwan, Nicholai Ioritana Amituanai, Tihati Devoe

This will be the first Samoa Sinnet Fashion Show and the first of its kind for Samoa. 

“In order to meet our mission, we rely on the generosity of individuals and businesses for support. We are honoured to have the following sponsors Venue: Taumeasina Island Resort Platinum: Bluebird Lumber and Hardware Gold: Signs Studio & Enara, Ree’s Hirage Silver: Ink Patch, Bronze: Bank of South Pacific, Marfleet Printing, Events Marketing Distribution

“Other sponsors: LA Consult (Australia), Fayee Penny (Pacific Runway Fashion), St Marys College, Pillar 9, Plantation House, Leadership Office, Pasefika Inn, Hotel Millennia, World Bank Office .King Arthur’s Mart, E- clips hair salon, TV3, Samoa Video Production, Best Hair Cut.

“Your contribution will benefit the children’s ward and increase knowledge for locally based designers. Fiscal sponsorships, product donations for the silent auction and any in kind donations for the event are all welcome.

Without the assistance of community-minded individuals just like you, we would not be able to make this a successful show. Your generosity will make a difference in our community and in the lives of many young people.”

“All other levels of sponsorship are open for discussion as we’d like to include anyone willing to help the cause, while exposing their brand to this exclusive and influential crowd. We hope that you’ll lend your support and should you need further information, please contact Director and Founder, Enid Westerlund. +685 7583545 Facebook Page: “Samoa Sinnet Fashion Show.”

Tickets for the show will be on sale Monday, 4th July at Enara Fugalei.

© Samoa Observer 2016

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