Spotlight on Samoan Designers

By Leilani Curry 08 July 2016, 12:00AM

Using Samoan sinnet or afa, has been part of Samoan life for generations, created from the husk of niu afa, a particular variety of coconut blessed with the strongest fibres to create this string or cord which can be stronger than steel and holds so much together.  

Master builders or tufuga have been using afa to create traditional fale, sailing vessels or va’a, fue, jewellery, and many other items for use as carrying implements, decoration and even as belts for clothing.

Now members of the public have the opportunity to attend the inaugural Samoa Sinnet Fashion Show ,which will bring together, like the sinnet, the best of local Samoan designers’ creations.  

To be held at the luxurious newly opened Taumeasina Resort in Apia, Samoa, the Samoa Sinnet Fashion Show will bring together the talents of designers, dressmakers, hair-dressers, make-up artists, models, choreographers, and photographers, to deliver the first sinnet-themed  fashion show in Samoa and possibly the Pacific.

Created by Enid Westerlund, Founder and Director, the show seeks to not only highlight the talents of local designers and artists, but to also inspire, empower and support up and coming young designers in pursuing their dreams.  

“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,” said Ms. Westerlund.

“Thus we have chosen the sinnet (afa) as a symbol of strength and beauty. It is interwoven strong bonds that hold the fabric of “we” together.”

Another outcome of the show is to support to the children’s ward of the National Hospital, as well as set up a Young Artists’ Foundation, of which more information can be found on the Samoa Sinnet Fashion Show Facebook page at

The full two-hour show will feature not only the best of Samoan fashion, design and entertainment, but there’ll also be many prizes to be won, as well as a silent auction. 

It is hoped that the show will attract interest from regional neighbours including Australia, New Zealand and Fiji for future collaborations which is proposed to be held annually.

All funds raised will be donated to the Children’s Ward at the Tupua Tamasese Meaole Hospital, and to the Young Artists Foundation.

Samoa Sinnet Fashion Show will be held at the Taumeasina Resort in Apia, Samoa, on Saturday, 16 July 2016 from 6pm and will be opened by Prime Minister, Tuilaepa Sa’ilele Malielegaoi. 

Tickets are as follows:

GOLD VIP tickets $150pp for a front row seat



For tickets, contact Enid Westerlund at ENARA at Fugalei, or Ph +(685)7583545.

By Leilani Curry 08 July 2016, 12:00AM

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