Afa Ah Loo, the internationally recognised Samoan fashion designer, has died after being struck by a bullet during a protest in Salt Lake City, Utah, on Saturday 14 June 2025. A report released by Utah News Dispatch on 15 June confirmed that Ah Loo, 39, was an innocent bystander when a confrontation involving an armed man and a peacekeeper turned deadly. He later died in hospital.
The protest, part of the growing “No Kings” movement in the United States, was organised to oppose authoritarianism, political dynasties, and inequality. Thousands gathered peacefully in Salt Lake City that evening, but the situation turned chaotic when a man carrying a rifle approached the crowd. A volunteer peacekeeper, attempting to disarm the man, fired several shots — one of which tragically struck Ah Loo.
Born and raised in the villages of Lotopa, Falelima, and Vaitoloa in Samoa, Afa Ah Loo grew up in a creative and hardworking household. He was introduced to sewing by his mother, who made clothes for him and his five siblings. In high school, he was accidentally placed in home economics and initially struggled — nearly setting the kitchen on fire. But that placement would lead to his first sewing project, a Sunday dress for his sister. He never looked back.
Ah Loo later moved to Hawai‘i to attend Brigham Young University and eventually settled in Utah. As a self-taught fashion designer, he overcame fears of failure and built an impressive international career that celebrated his Samoan identity. His designs featured at Fiji Fashion Week, LA Fashion Week, and other major runways. In 2018, he was selected to create a bespoke piece for the Commonwealth Fashion Exchange, which was exhibited at Buckingham Palace. His design used traditional Samoan materials and was curated by Vogue’s Hamish Bowles.
In recent months, Afa had been deeply engaged in several high-profile projects. He was a panelist at the Pacific Fashion Summit 2025 and served as the headline designer for the PNG Fashion Week “Genesis” showcase. He also created custom garments for Miss Tausala America during the Miss American Samoa pageant.
Through his website and social media, Afa regularly shared his design process and continued to offer sewing workshops. He mentored aspiring Polynesian designers and co-founded Utah Pacific Fashion. He also led community work through his Alofa Humanitarian project, supporting Pacific youth through education and creativity.
He is survived by his wife, Laura, and their two children, Vera and Eti. Tributes are pouring in from across Samoa, New Zealand, and the wider Pacific diaspora, honouring Afa not only as a visionary designer, but as a generous, faith-driven leader who never forgot his roots.
Public vigils are being planned in Utah and abroad. Memorial details are expected to be announced by his family in the coming days.
