The Le Independent Fashion Expo Convention (Life-Con) Pacific officially launched on Thursday at the Tanoa Tusitala Hotel.

Life-Con is a platform where designers, hair and make-up artists, models are showcased in a fashion event organized by local firm Events, Marketing and Distribution (E.M.D.) and youth organisation Emerging Artists.

Life Con Pacific director Kevin Schuster said the event has run over three consecutive years, and this year will feature local as well as Australian, New Zealand, Solomon Islands and American Samoa designers. 

“The main aim of this year’s event is branding Pacific fashion so this is a marketing event for the fashion industry and that’s why for three months now, we have conducted,” he added.

Prime Minister Tuilaepa Dr. Sa'ilele Malielegaoi was a guest speaker at the launching, and congratulated the event's organisers for putting together the show, which created a platform for Samoan fashion designers to be able to market their products. 

He also encouraged local fashion designers to continue to promote Samoan culture in their designs and made mention of the elei (Samoan design).  

The fashion event normally coincides with Samoa's independence celebrations on June 1. 

Mr. Schuster believes in not just putting on a show, but rather launch together with a well-developed marketing plan for designers.

“But it is not just designers who make up the fashion industry we have hair and make-up artists, models, and photographers.

“We developed a network over the years, our team at E.M.D. and Emerging Artists combined has then assured me that everyone is capable of putting together something this big," he said. 

There will be a market day for the designers to showcase their designs on Friday and the main event will be on Saturday.

The event will see the participation of four Pacific designers: Sydney-based E’vana Couture, Exclusive by offdarock from American Samoa, Vizezio Bridal Couture of Auckland, New Zealand and Proton Creations from the Solomon Islands.