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LIFE-Con draws over 100 models

More than 100 models have answered the call for expressions of interest in the LIFE-Con Fashion Explosion, Samoa's premier fashion event which is now expanding into performing and visual arts in December 2020.

LIFE-Con Director Kevin Lucky said apart from the interest shown by local brands, about 10  businesses outside of Samoa want to participate too.

“So far we have had about 15 in total of businesses and about 10 individuals that have shown interest to be part of the event. These are Designers, Hair Stylists, Make-up Artists, Multimedia businesses, Shoe Suppliers, Jewelers and more,” Mr. Lucky told the Samoa Observer.

“We have also had enquiries from about 10 businesses brands outside of Samoa, whom we can only be hopeful by November the travel restrictions will ease up. We are however not really depending on having Designers from outside of Samoa this year because of the global pandemic.”

The more than 100 who are keen to model going through the selection process conducted by the LIFE-Con Models Committee. 

Deadline for registration is Wednesday, 30 September.

“We will be taking all the businesses that will be keen and we are convinced they would do their part in leveraging the standard and reputation of the event and are on time with their registrations. At the moment, our deadline for registrations for all Designers and Participants is the 30th of September,” said Mr. Lucky.

LIFE-Con Pacific was rebranded in 2019. It is a creativity platform that provides Pacific island designers to come together with local designers as well as other businesses that comprise the fashion Industry

It gives them the opportunity to showcase “and more importantly market and distribute their products and services through a high end production that thrives on its marketing campaign which is normally 3 - 6 months long prior to the event,” Mr. Lucky explained.

“This is in addition to their normal way of selling and marketing whereby they too utilise social media individually to reach its customers and also running in-house marketing and promotional activities,” he said.


From its initial development and conceptualisation some 10 years ago, the dream and vision for LIFE-Con was developing a platform to promote and market our creative industry.

“This was because there were very limited opportunities and platforms for our local talents and artists in the creative industry to promote their work and art. LIFE-Con then filled that gap in 2017 but focused only on the Fashion industry within the Creative Industry,” said Mr. Lucky.

Four years later, their team identified potential to grow the event by expanding its platform to include performing and visual arts. 

“Because the founders of the concept developed this concept during their times at the National University of Samoa, it was only appropriate to reach out to them, particularly their Visual Arts Program for a partnership to guarantee a good number of Artists to be showcased and exhibited in the fourth cycle of LIFE-Con,” said Mr. Lucky.

“We have had a few discussions with the National University of Samoa (N.U.S.) Visual Arts Programme and we are excited that they are keen so further deliberations are still in place and we are convinced they are more than enough to launch a great Arts Exhibition as part of LIFE-Con 2020. We are also in discussion with certain Performing Arts Groups and are happy with the progress so far.”


Last year, designers from outside of Samoa were invited and LIFE-Con laments the absence of visiting designers this year. 

But fashionistas all over the globe might be able to tune in to LIFE-Con via livestream.

“We are a bit sad that may not happen this year given the global pandemic but we are optimistic to push forth with the event and we feel the expansion of the event to include more segments within the Creative Industry will make up for that bit we will miss out, which are our renowned designers from outside Samoa,” said Mr. Lucky.


“We are really proud of the restructure that the team has put in place for LIFE-Con this year. There are also current discussions on the possibility of livestreaming the event through a partnership with Talamua – who are well positioned in this kind of service.”

The goal of the event remains the same as it has always been, Mr. Lucky said. 

“Giving a platform for our local talents in the Creative Industry to come together to promote, market and prosper by way of featuring in this high level marketing event. 

Overall, we hope in time the SOE restrictions will ease up but we are not letting the pandemic take over this commitment we made since 2017 to our Creative Industry locally and beyond Samoa.


All participants who would like to be part of a regional event are advised to register by deadline on 30 September, 2020.

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