Fashion event LIFE-Con has partnered with the National University of Samoa (N.U.S.) to give a platform for local art.

The signing ceremony took place on Friday at the University’s compound.

According to the Director of LIFE-Con, Kevin Lucky, the previous fashion shows focused primarily on the marketing and promotion of the fashion industry players which include designers, hair stylists, make-up artists, multimedia businesses and models.

“For its fourth cycle this year, LIFE-Con has branched out to include art as another area for its platform to promote and market through its high-end event,” he said.

Furthermore, he explained that with that vision, N.U.S. through its Visual Arts Program under the Faculty of Education has come forth to capitalize on this opportunity through this partnership.

“Basically, LIFE-Con is now another avenue for these N.U.S. students, who are emerging artists to realize their potentials by being part of the event. 

“Part of the partnership will also see N.U.S. Visual Arts Program display their work through an arts exhibition which will be the main event at the official opening of LIFE-Con 2020. 

“This partnership is supported by [International Labour Organization] I.L.O. whom their main focus is to promote innovative youth entrepreneurship and youth employment.”

In addition, the significance of this partnership for LIFE-Con is evidence of growth for the event and its expansion over time, added Mr. Lucky.

When LIFE-Con was first implemented in 2017, “it was a dream come true for a concept that was in the making since 2008.”

“And it was primarily developed to promote and market local talents and knowledge specifically for all in the Creative Industry in Samoa and the region. 

“In its first three years, LIFE-Con managed to do a great task in branding the event and also the marketing and push for all the businesses in the Fashion Industry. 

“This partnership realizes the next step upward for LIFE-Con through its expansion to include art and now making it Samoa’s premier fashion and art event.”

The event has added more responsibilities by having to include all these artists and their talents whilst working on marketing strategies to continue to market and develop the event as it progresses.

“What we hope to achieve from the partnership is continuous collaboration amongst artists, N.U.S. and LIFE-Con with the ultimate objective of finding more markets through innovative marketing strategies LIFE-Con will employ. 

“We also hope it will influence other Institutions who are also training artists to come forth in the future and work on further perfecting this platform to continue its mission of promoting arts and culture and especially the work and skills of our locals. 

“Their role is providing the artists whom are enrolled Visual Arts Program students to prepare and perfect their work to be featured exclusively during the Arts Exhibition event which will be the highlight of the Official Opening of LIFE-Con 2020.”

He also mentioned that over the four-day event, the artists will also be selling their work.

“Senior Lecturer for N.U.S., Leua Leonard will be the Curator for the Arts Exhibition and is also the main force behind N.U.S. involvement and mentor for all the Artists.”

He also acknowledged N.U.S., I.L.O. and their teams for supporting this initiative.