Celebrating the life of Afa Folasa Ah Loo

Beloved Samoan Designer and Cultural Visionary

Arthur Folasa Ah Loo, or otherwise known as ‘Afa’ - an extraordinary designer, proud Samoan, and vibrant creative force whose life was taken far too soon. Afa, aged 39, was tragically killed during a shooting incident at the No Kings Day protest in Salt Lake City. 

He was a peaceful participant standing in solidarity with others when he was unintentionally struck by crossfire from the Salt lake City Police Department. There is a current investigation into this tragedy with the Utah Office of the Medical Examiner determining ‘the offical cause and manner of his death’.   

His passing has left a deep void in the fashion world, the Pacific community, and in the hearts of all who knew and loved him. 

Born and raised in Lotopa and Falelima, Samoa, Afa’s journey into fashion was anything but traditional. The former marketing manager and teacher, who also won Samoa Idol in 2010, did not set out to become a designer. In fact, his first encounter with sewing came by accident. “I registered late for high school that year and I had no choice but to take home economics. All the other options were full.”

It was at Church College of Western Samoa where Afa first learned to sew. His first project was a hand mitten. While it took most students a full term to complete, Afa finished his in just a few days. From that moment, he discovered an instinctive talent that would go on to shape his future. Years later, when asked about his process, he said, “It only takes me about a day or two to make a wedding dress. If it takes me longer, I get frustrated.”

That same drive and creative speed were evident throughout his career. When Miss World Samoa contestant Latafale Auva’a asked him to design for her, he was already preparing for LA Fashion Week. “I didn’t have much time planned for it, so I made her dresses within three days. I had to send it to New Zealand that same day to get to her before she flew to China.”

His debut collection, shown in New Zealand, came at an emotional moment. His mother had passed away the day before he flew out for the show. He named the collection Amioga Samoa in her honour. “My mother was a very stylish woman. She loved bright colours, loved to wear earrings. She loved to dance. She was always a bubbly, happy, go-getter kind of woman.” Her passing gave Afa the strength to take the leap and start his own business. “I wanted to carry on the legacy that she had left for me.”

Afa’s rise in the fashion world was swift. His work was featured at the Miss World 2015 pageant in China and showcased at fashion events in Fiji, Los Angeles, and New York. He gained international recognition on Project Runway in 2019 and returned for Project Runway Redemption. His pieces were admired not only for their craftsmanship but for the cultural story they carried.

He was later selected to present at the Commonwealth Fashion Exchange, where one of his designs was exhibited at Buckingham Palace. For Afa, every opportunity was a chance to celebrate and honour his Samoan heritage. “Never in a million years did I dream that I would get so much appreciation.”

But Afa was never just about personal success. He was committed to community and cultural empowerment. He co-founded initiatives like Utah Pacific Fashion and Creative Pacific, aimed at supporting and mentoring Pasifika creatives. He believed deeply in lifting others as he climbed and worked to provide spaces where Pacific stories and styles could thrive.

His spirit and energy were unmistakable. He often spoke about the importance of embracing uncertainty and following your passion. “Live a spontaneous life. That’s what I do best.” And in one of his most memorable pieces of advice, he reminded us, “Feel the fear and do it anyway.”

Afa leaves behind his beloved wife and two beautiful children. He also leaves behind a powerful legacy. Through every stitch, every show, and every word of encouragement he gave to others, Afa Ah Loo showed the world what it means to create with heart, with purpose, and with deep cultural pride.

The online outpouring of love, from heartfelt messages to artistic tributes stand as testaments to how deeply Afa touched lives across oceans and industries.

May he rest in peace, and may his life continue to inspire the next generation of Pacific creators to walk boldly in their calling.

Fa’afetai lava Afa for your inspiration, your talent and your tautua for our Pasifika communities.

His family have set up a Go Fund Me account to help support his wife and beautiful children through this sad time - if you would like to donate please see here for more information.