The Minister of Public Enterprises, Lautafi Selafi Purcell, has officially launched this year’s fashion event, LIFE-Con.

The fourth LIFE-Con was opened at the Lava Hotel on Wednesday. The three-day event will conclude on Friday with a fashion show held at Taumeasina Island Resort.

Guests were treated to an art exhibition from students of the National University of Samoa (N.U.S.) and a special performance from SPACE. According to the Director of LIFE-Con, Kevin Lucky, the event is a platform designed to promote or elevate the statue of everyone in the creative industry.

“When we first implemented the event in 2017, we focused just on fashion because we were only just starting,” he said.

He added that the key objective back then was to continue the fashion event because prior to us there have been a lot of fashion shows and it’s not a new concept.

“It goes as far as back to 1960s that’s what I have learnt; it was usually done by designers.

“Our approach is different, because [Events, Marketing and Distribution] E.M.D. is a company and as an entrepreneur when you want to do something, you make sure that it continues.

“This year with COVID-19 has been a testament of this commitment, because despite COVID-19 and many events being put on hold.

However, he acknowledged the God Almighty for actually keeping Samoa safe and then guiding the team to be inspired and hyped to continue and pursue the event this year.

This being the fourth year, the organisers have expanded the event compared to 2017 with the inclusion of persons with disability, artists, hair and makeup artists, jewellers, and shoe suppliers.

“We have the art exhibition in partnership with  as the key component of the official opening. 

“N.U.S. in the Visual Arts programme will bring more than five artists but it is unfortunate that only N.U.S. is featured tonight.

“But the workshop component is trying to train these young people in starting to setup businesses; we acknowledge our partnership with International Labour Organization (I.L.O.). They have come right at the time when the unemployment rate is high.

Mr. Lucky added that this is another strategy to counter the unemployment if there are no opportunities for them to get a job but you have skills of a painter, designer then it’s time to start a business on your own.

“That’s why we have the workshop on Wednesday and Thursday which is delivered by I.L.O. and E.M.D. 

“The finale is the showcasing the work of our people in the art and fashion industry. This year we are featuring nine designers comprised of new and old especially ones.

“We are also promoting modeling as a decent work according to I.L.O. is work that you do and get paid for. The models that we have after the workshop can approach people to hire them as models for advertisements or promotions.”

He also acknowledged their partner sponsors: Island Rock Samoa and Talamua Media; associate sponsor – Amoa Resort; supporting sponsors – ZEST by Mareva, Vailima Breweries, Hana’s Limited, CCK Co. Ltd, EMD Co Ltd, EA Inc, Jandal Media.