The global apparel market was valued at close to USD$527.1 billion in 2020 before the COVID-19 pandemic and the lockdowns that followed impacted economies around the world to send it into a nosedive. 

But the market is expected to recover from the global downturn and reach USD$842.7 billion in 2025 and USD$1,138.8 billion in 2030, according to Business Wire.

There is nothing stopping Samoan fashion designers from tapping into that global market. In fact we think Samoa is perfectly placed, right here in the heart of Polynesia, moulded by artistic ingenuity going back thousands of years.

We don’t have to look far for examples of Samoan fashion designers, taking those steps to enter this cutthroat industry, and instantly make an impact on the international stage. Names like Afa Ah Loo, now living in Utah in the U.S. and Brisbane-based Eric Blanc come to mind, who fly the Samoan flag proudly on the catwalk.  

On Thursday evening we got a taste of some of the stunning pieces of fashion that Samoan designers intricately seamed and displayed through their various models at the official launching of LIFE-Con Season 5 at the Lava Hotel.

The Minister of Tourism Toeolesulusulu Cedric Schuster officially launched the three-day fashion show and spoke of the significance in continuing such an important platform, not only to showcase local talents, but also to encourage aspiring artists in the country.

"It is a great platform for our local designers and creative artists to display their wares as well as providing the encouragement and pathway for aspiring entrepreneurs and the fashion industry to elevate Samoan fashion to a global level," Minister Toeolesulusulu said. 

"We as the Government place great emphasis on developing these natural talents that are plentiful in Samoa, especially in the creative and performing arts as a pathway for employment and national development.”

Toeolesulusulu also set the bar high for local fashion designers, challenging them and their ambitions and pointing to their success in world class fashion parades in New York or Paris.

"If nurtured rightly, I can see some of our fashion designers and models parading in the glamourous New York and Paris fashion galas – from a Government standpoint, this will mean high end employment opportunities, as well as more tourists coming to our shores. 

"I am encouraged to see the revolving and improving designs each season, and hope this will continue its rapid accession and elevated to be a premier event in the local, regional and hopefully global calendar. 

"It might be years to get to the New York and Paris walkway seasons, but we need to crawl, before walking, but continue to dream of running in the near future."

The Minister is correct: Rome was not built in a day and Samoa’s aspiring fashion designers should not stop dreaming of hitting the runway one day.

We are encouraged by the undertaking from the Minister for the Government to invest in and expand the fashion design platform in Samoa.

These investments don’t have to be in the multimillion tala range and could be as basic as supporting basic sewing classes in the community, where both men and women can get their first hands-on experience as aspiring trainee seamstresses.

We look forward to the LIFE-Con Season 5 finale tonight and congratulate all local and international Samoan fashion designers and their models, as well as their sponsors and supporters, and everyone else working behind the scenes to make it a success.

With Samoa’s borders reopening to commercial travel and the world 27 days ago, the decision by the organisers to host the finale immediately following the reopening, is a vote of confidence in the country which will no doubt lay the seeds for a gradual economic recovery.

We urge the business community and the wider public to support the event tonight as we all work together to revive the economy and support initiatives that will bring out the best in the artists and their apparel collection.