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"I was advised that it was always best to create your own
motifs and prints, so I have started thinking and creating my
own," Samuels reflects.
Her vision goes beyond aesthetics; she aims to educate
people about the significance of the motifs she uses. "All the
prints and motifs we release will have full stories behind them,
so Fijians everywhere can relate to them and understand their
meanings."
This stems from her own experiences—"I know what it’s like
not to know, but people expect you to know"— and a desire to
reconnect younger Fijians with their cultural heritage.
Samuels used to model for veteran designer, mentor, educator,
and consultant, Rosie Semisi-Emberson, who says the young
designer has been innovative in navigating the complexities of
using traditional prints.
“I have seen her grow her passion from strength to strength
whilst trying to raise her young family, and with a supportive
husband, she’s become one of Fiji’s top designers,” Semisi-
Emberson says.
Conquering the Fiji Fashion Week catwalk
Samuels credits Fiji Fashion Week for providing a platform
to promote local talent. "I’m grateful to [founder] Ellen Whippy-
LavaLani in Hawaii. Photo courtesy of the designer.
Knight for her support of local designers and for pushing our
worn by politicians, pageant queens, at weddings, and at Suva’s brands in various spaces.
most glamorous events. They’re also in demand with the Fijian "Fiji Fashion Week has really helped the industry to grow and
diaspora. Fiji’s Minister for Women, Lynda Tabuya, is a loyal create a platform for designers like me to build our brand, gain
client, supporter of local designers and fashion ambassador, and exposure, and ensure our business is sustainable."
has worn the designer’s clothes at official engagements from This year’s Fiji Fashion Week theme was a celebration of the
Rwanda to New York. natural beauty of Fiji, which nicely aligned with Samuels' desire
“Our customers are mainly brides, since we specialise in masi to promote Fiji to the world. She collaborated with Australia-
bridal, but we also cater for special events,” Samuels says. “We based Fijian Fancynators designer, Sima Mala, whose gorgeous
use our designs to make men's shirts and suits, custom-made and dramatic floral fascinators complimented the sleek LavaLani
gowns, and we have just recently created ready-to-wear clothes silhouettes.
that are retailed by Fiji Baby Boutique.” Samuels was also one of two designers to represent Fiji at the
'LavaLani' is named after her two daughters - one, a Fiji 13th Festival of Pacific Arts and Culture in Hawaii this year.
Fashion Week runway model and the other, an aspiring And she was recently honoured at the National Fashion
fashion designer following in her mother's footsteps. Samuels' Awards 2024, where she won the award for ‘Innovative Textile
fascination with traditional prints began early in her life, as her and Print’ and shared the title of Best Womenswear Designer
grandmother worked with different Fijian patterns. “Our cultural with Zulkfikar Ali.
prints have backstories; every village or community has prints But ultimately, the response of her clients is her most important
they are very proud of. The detailed Fijian designs have always measure of success.
captured my attention." "Designing custom-made outfits for my customers is special to
She explains that navigating the use of traditional motifs me. Their stories, journeys, and desired designs are meaningful
requires sensitivity and respect for cultural protocols. to me. From the design concept to the finished product, every
It can be tricky for designers who just want to let their creativity detail is important. Seeing tears of joy and happiness on our
flow. customers' faces makes it all worthwhile," Samuels says.

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