Fiji’s Fashion Legacy Grows: Designer Sue Samuel Shines at Vodafone Fiji Fashion Week 2025
Sue Samuel Recognized for Cultural Innovation in Fashion
Sue Samuel, a prominent Fijian fashion designer, has been honored as Designer of the Year at this year’s Vodafone Fiji Fashion Week. Her recognition marks a significant milestone in the evolution of Fijian design on the global stage. Samuel’s work with her label Lavalani has consistently emphasized cultural authenticity, drawing from traditional Fijian artistry to create modern, wearable pieces. This achievement underscores a growing appreciation for indigenous design practices in contemporary fashion.
Samuel’s background deeply informs her creative vision. Rooted in the communities of Vaturava on Vanua Levu and connected through family ties to regions like Kadavu and Ono-i-Lau, her design philosophy reflects a strong commitment to preserving local heritage. Her journey from early experimentation with dress styles to becoming a respected figure in the industry illustrates how personal experiences can shape artistic direction and cultural expression.
The award validates a broader trend in which Fijian creatives are increasingly using fashion as a medium to celebrate and sustain native traditions. By blending cultural motifs with modern aesthetics, Samuel ensures that elements such as masi prints are not just preserved but actively reimagined for global audiences.
New Prints and a Vision for the Future
This year, Samuel introduced two distinctive new prints—'cawaki' in brown and 'iri ni meke' in black—both of which are deeply rooted in Fijian cultural expressions. The cawaki pattern, traditionally used in ceremonial attire, symbolizes strength and unity, while the iri ni meke print draws from the vibrant rhythms of traditional meke dances. These designs are part of a long-term strategic plan that prioritizes earthy, natural color palettes, reflecting a deliberate effort to maintain cultural authenticity.
Samuel explained that while earthy tones dominate this collection, her vision for the future includes exploring a broader spectrum of colors. This evolution shows a balanced approach—honoring traditional roots while remaining open to innovation. Such a strategy allows the label to remain grounded in cultural identity while also adapting to changing fashion trends and global tastes.
These new designs are not merely aesthetic choices; they serve as cultural ambassadors. Each print tells a story about Fijian history, community, and daily life, offering both visual appeal and educational value to international audiences.
Family, Heritage, and the Evolution of a Brand
The name Lavalani, which Samuel adopted for her label, is derived from her daughters' names—Lava and Lani. This personal touch illustrates how family life influences professional identity. The name carries emotional resonance, connecting the brand to personal experiences and intergenerational values.
Samuel’s journey began with a simple desire to express herself beyond traditional garments like the Sulu jaba. Over time, her passion evolved into a mission to empower individuals through clothing that makes them feel confident and seen. Her designs are not just about style—they are about self-expression and cultural pride.
With seven children and two daughters who serve as models for her shows, Samuel demonstrates how family and creativity intersect. This dynamic fosters a supportive environment where cultural values are passed down through both design and personal involvement.
The Broader Landscape of Fijian Fashion Excellence
The evening also celebrated a range of other talents, including Shane Samuel Laboriel Pickering, who won Women’s Wear Designer of the Year. Temesia.Co took home the Men’s Designer of the Year title, highlighting the diversity of creative expression within the Fijian design community.
Rosie Semisi was awarded the Sustainable Impact Design Prize for her collection 'Bubu,' crafted from upcycled materials. This recognition emphasizes the growing role of sustainability in fashion and demonstrates how environmental responsibility can be integrated into traditional craftsmanship.
Awards such as the Male and Female Model of the Year further illustrate the development of talent across different segments of the industry, with young models like Anaseini Loiloi and Aisake (AJ) Walesi gaining recognition for their performances and potential.
Student Involvement and the Future of Fijian Design
The Student Designer Show showcased emerging talent from across Fiji, with Natabua High School students Veronica Leilani and Barbara Naitoko winning top honors. Their work reflects a new generation of young designers who are deeply connected to Fijian identity and creative traditions.
Moiz Altaf from Marist Brothers High School also earned recognition, representing the first cohort of students in a Home Economics class to participate in a formal fashion competition. This highlights how educational institutions are now playing a key role in nurturing design skills and cultural awareness.
These student achievements signal a promising future for Fijian fashion, where young people are being actively engaged in the creative process, ensuring continuity and innovation.
A Diverse and Global Fashion Showcase
The Resort Luxe Show featured a wide array of designers, including Tracey Ann Farrington, Cherish Prasad, and Helen Oro, each bringing unique styles to the stage. International presence was also evident with French designer Helen Coudret and her label Keatiki, showcasing cross-cultural collaboration.
Designers such as Robert Kennedy and Hupfeld Hoerder added depth to the event, illustrating the rich tapestry of Fijian and international influences in the fashion industry. The presence of such varied talent underscores a growing global interest in Pacific design.
This inclusive environment fosters dialogue between different cultural perspectives, allowing Fijian fashion to be seen not as isolated, but as part of a broader, interconnected creative world.
Fiji’s Design Identity on the World Stage
Sue Samuel’s recognition is more than an individual accolade—it symbolizes a shift in how Fijian culture is represented globally. Her work demonstrates that traditional art forms can thrive when adapted into modern fashion contexts.
By promoting Fijian prints and designs internationally, Samuel contributes to a wider movement of cultural preservation. Her label aims to become a globally recognized symbol of Fijian identity, combining aesthetic beauty with deep cultural meaning.
As the fashion industry continues to value authenticity and sustainability, Fijian designers like Samuel are positioned at the forefront of a cultural renaissance that celebrates heritage while embracing innovation.