Le Independence Fashion Expo Convention (L.I.F.E – Con) brought to you by E.M.D. is ready to kick off next week during the Samoa Independence Day celebrations.
The two-day event, which opens on 1st June with a business expo, will be held at Tanoa Tusitala Hotel.
Twenty-seven confirmed participants will display, sell and promote their products and services with the finale to be held at the Taumeasina Island Resort. A runway show featuring an official launch of Tahiano’s wedding line.
Continuity was the overall central theme of this year’s collaboration between the Miss Samoa Association, Samoa Cancer Society and E.M.D. Their representatives came together in a press conference yesterday morning.
The importance of carrying on the work and voice of the late Manamea Apelu Schwalger through this year’s L.I.F.E-Con event was highlighted by the C.E.O. of Samoa Cancer Society, Shelley Burich.
“I think it’s very important that with Manamea’s recent passing that we continue her work, that we continue her voice - this is continuity. I think it’s very fitting that M.S.A., L.I.F.E.-Con, Samoa Cancer Society and Manamea in spirit, will still be here for L.I.F.E.-Con this year continuing her work.”
Mrs. Burich says the success of last year’s L.I.F.E.-Con was the platform needed to launch one of the most successful Pinktober event ever held over five years.
“Was L.I.F.E.-Con a success last year, we can say definitely yes. It was very successful and I think there were many firsts that happened last year. It brought together the Miss Samoa Association which was dear to our heart because Manamea was very much the main person for that and I think the Pink Initiative.
“With what happened last year with breast cancer awareness, when the think pink initiative was launched, L.I.F.E.-Con catapulted what was to become the most successful Pinktober since we have launched it in the last five years.
“It not only brought together the fashion businesses, everyone that was involved in L.I.F.E.-Con, but it opened it up to the business individuals that wanted to be a part of Pinktober. So it actually created a snowball effect so when it came to Pinktober, it was massive so we are truly grateful for that first.”
Founder of L.I.F.E.-Con and Managing Director of E.M.D., Kevin Schuster said they are happy to continue working with the Samoa Cancer Society this year as well as be a platform for small businesses to flourish through exposure.
“We wanted to be more than just a fashion show. We are a platform for small businesses in Samoa especially ones in the fashion industry to come together and promote their product and grow together, especially the convention and the expo part of it.
“We’re very happy to be working again with Samoa Cancer Society to continue the partnership that we actually kick started and launched last year throughout the think pink initiative. We are putting together the think pink initiative.
“All the proceeds and a good portion from L.I.F.E.-Con earnings are presented to the Samoa Cancer Society as our donation for all the advocacy and the awareness programmes that they themselves are putting together all year round for breast cancer.”