Miss Samoa Pageant

As the vibrant heart of Sharon's, based right out of the heart of Apia – Sharon is a powerhouse seamstress, style queen, and beloved fa’afafine who carries her roots with ultimate pride.

Holding the honoured titles of Ta’euga-o-Apaula from Tufutafoe, ‘Afoa from Vaisala, and Soifuā from Falealupo, she brings rich heritage and unmatched flair to everything she touches!

The youngest of seven siblings, and undeniably the liveliest and most ouva of them all. Sharon has been slaying the fashion game for over 20 years! From her days perfecting her craft with big names like Gardenia Hinano Boutique and Lorianas Boutique to blowing us away at the inaugural Anofale Gala with her “Faletua Couture” line, her needle is pure magic. Whether it’s wedding gowns or hand-printed masterpieces, she doesn’t just alter clothes; she creates personality-packed statements.

She keeps it simple, approachable, and iconic under the name Sharon’s because when you’re this good, one name is all you need!

Give it up for the fabulous, trend-setting style icon herself, Le Afioga - Ta’euga-o-Apaula, ‘Afoa, Soifuā Sharon Agata’oto Amerika.

Le-Ata Samoa is a Pacific fashion brand born in Samoa, created to celebrate who we are, where we come from and the beauty of our culture through fashion.

For over two decades, Le-Ata has been creating distinctive Pacific designs, combining contemporary fashion with traditional Samoan artistry. Our journey has grown from humble beginnings in Samoa to becoming a brand with a presence across the Pacific, with stores in Samoa and Tonga and an online presence in New Zealand.

At the heart of Le-Ata is our love for Elei and Kupesi - the traditional art of hand-printing patterns and motifs that have become a signature of our brand. Every piece is thoughtfully designed and handmade, with our prints carrying elements of Pacific identity while being transformed into modern, wearable fashion.

Over the years, Le-Ata has had the privilege of dressing Samoan and Pacific queens, pageant contestants, performers, athletes and women from across our communities, including special collections created for national and international occasions.

Our journey has always been about honouring where we come from while continually evolving where Pacific fashion can go. We are committed to keeping traditional techniques at the heart of our designs, creating opportunities for our local artisans and creatives, and giving Pacific-inspired fashion a place on national and international stages. Its about showing the world that Pacific fashion belongs on every stage

Last night at the Miss Samoa Premier Night Fashion Show, it was incredibly special to see our Le-Ata collection come to life on the beautiful Miss Samoa contestants. Each woman brought her own personality and presence to the designs, while collectively showcasing the colour, strength and diversity of our Pacific fashion.

From Samoa, for our Pacific, and proudly carrying our story forward. 🌺🇼🇸

Le-Ata - Pacific fashion with a story, a soul and a journey. ❤️

Le-Ata By Auali’itia Leata Mailo

Behind tonight’s collection is ELEI TINO. More than just a clothing label, this brand carries a deeply personal heartbeat named in honour of the founder’s mother, ELEI TINO, as a living tribute and a profound thank you for her lifetime of love, sacrifice and everything she has done for her family.

Founded by a young tamai’ta’i Samoa from Tuana’i, this creative journey began during the COVID lockdown, while balancing motherhood, full time work, and a fierce passion for design. Together with her mother, she has grown ELEI TINO into a celebration of Samoan artistry, inspired by the seasons God has walked them through.

Built on the foundational values of Alofa, Tautua, and Fa‘amaoni love, service and integrity ELEI TINO exists to create unique Samoan elei that celebrates tama’ita’i Samoa and designs that honour our rich Samoan culture.

And for its founder, this journey is also a legacy one she proudly hopes to pass down to her three daughters: Salaneta, Shiloh, and Sapphire.

Tonight’s collection is not simply a collection of garments. It is a story of faith, family, culture and perseverance.

What began as a 20-year passion project by Nelly Godinet, crafting traditional dance costumes and intricate Pacific handicrafts, has beautifully evolved into a proud, female-led family business.

Today, Nelly and her two daughters, Arlene Godinet and Olivia Reid Tuilagi, lead Nelly Samoa from their physical boutique at the Loibl Complex in Lepea.

Nelly Samoa bridges the beauty of traditional heritage with modern Pacific elegance. The brand specialises in custom-tailored puletasis, vibrant island dresses, contemporary menswear, and handcrafted artisan jewellery featuring hand-painted siapo (tapa) motifs.

Every piece created by Nelly Samoa honours the legacy of their ancestors and celebrates Samoa’s measina (cultural treasures), while embracing modern individuality. Whether it is for a family fa’alavelave, Sunday church, or a modern gala night, Nelly Samoa brings the soul and spirit of the South Pacific to every wardrobe.

Proudly designed and created in Samoa, Nelly Samoa celebrates the artistry, culture and creativity of the Pacific, sharing its unique pieces from their family to yours, in Samoa and around the world.