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NATIONAL DESIGNER AWARD X DAVID JONES

OVERVIEW

PRESENTED BY

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Fashion models walking down the runway during a fashion show with an audience watching and taking photos.

Australia's most prestigious fashion award, the National Designer Award x David Jones acts as a platform for emerging fashion talent to take their business to the next level through opportunities for critical exposure, networking and growth.

Open to designers within their firsteight years of business, the Award celebrates excellence, creativity and fresh perspectives in the industry - supporting the best of Australia’s up-and-comers as they build strong, sustainable careers. 

The National Designer Award x David Jones will return to the Premium Runway in 2026, with ten finalists selected to showcase their collections on the runway and winners announced on the night.  

One deserving designer will be announced as the winner of the National Designer Award x David Jones and will take home a high-value business development prize pack, including a legal business advisory package from K&L Gates to the value of $5,000 and a $20,000 cash prize.

The Award will continue its enduring commitment to sustainability by awarding the finalist whose commitment to the protection of people, planet, and animals is most prevalent. The recipient of the Honourable Mention for Sustainability will be awarded a $10,000 cash prize along with a personalised mentorship programme led by David Jones. The People’s Choice Award will also open the floor to public voting, allowing fans to choose their favourite emerging designer. 

KEY INFORMATION

  • Applications now closed.

  • Tuesday 23 September 2025: Applications Open

    Friday 24 October 2025: Applications Close

    Monday 17 November – Wednesday 3 December 2025: Round One Judging 

    Early December 2025: Applicants Notified of outcome

    Thursday 12 February 2026: Round Two Judging Day

    Tuesday 24 February 2026: National Designer Award Runway 

    • Completed 2026 National Designer Award X David Jones online application form (via Award Force). 

    • Lookbook of the label’s current collection, to be presented to the judging panel. 

    • A lookbook of one (1) of the label’s past collections. 

    Applicants may be asked to complete an Additional Information Request by the Festival team before progressing to Round One Judging. 

    • The label was established less than 8 years, with its first part or full collection launched after 1 January 2018. 

    • The label has been available for purchase for at least 12 months. 

    • The label’s primary place of business is based in Australia. 

    • The collection presented to the judging panel includes at least 10 full looks, with a minimum of 70% apparel. 

    • The collection presented will be available for purchase in February 2026. 

    • The applicant is the founder or co-founder and lead designer of the label and will personally complete the application and judging process. 

    • The application is complete and meets all Round One Submission Requirements. 

  • Each weighting number denotes the maximum number of points attainable within the respective category. 

    Judging Criteria (Round One): 

    • Innovative, creative, cohesive design aesthetic [40] 

    • Clear vision for brand [20] 

    • Strong understanding of fashion business & strategic marketing [15]    

    • Commitment to sustainability [15] 

    • High quality manufacturing [10] 

    Judging Criteria (Round Two): 

    • Innovative, creative, cohesive design aesthetic [40] 

    • High quality manufacturing and garment construction [25] 

    • Commitment to sustainability [15] 

    • Strong understanding of fashion business & strategic marketing [10]  

    • Clear vision for brand [10] 

    Honourable Mention for Sustainability Criteria: 

    • Animal Welfare – The label considers the welfare of animals and may use animal free alternatives or practices that are recognised for animal welfare standards.   

    • Circular Mindset – The label recognises the need to reimagine finite resources using recycled fibres/materials; minimises waste throughout the value chain; offers initiatives to reuse, repair or recycle; and designs products with end-of-life in mind. 

    • Disruptive and/or Unique Business Model – The label brings a unique offering to the fashion industry that reflects the evolution of customer behaviour and the needs of a changing climate. 

    • Diversity & Inclusion – The label demonstrates a diverse and inclusive approach to all aspects of business practice. 

    • Environmental Impact – The label supports regenerative agriculture, biodiversity, renewable energy, responsible farming practices and/or other projects that address environmental impact in the supply chain.  

    • Ethics & Social Impact – The label demonstrates a genuine commitment to improving social impact, ensuring fair working conditions and a valued relationship with garment workers.  

    • Indigenous knowledge, artisan techniques and cultural preservation - Respectful integration of traditional craftsmanship and ancestral wisdom, with a focus on conserving cultural heritage and supporting the livelihoods of local communities.  

    • Investment in Innovation – The label adopts leading innovations and seeks cross-sector collaboration to address environmental impact and/or to progress industry standards.  

    • Packaging – The label offers more responsible / innovative packaging options with a focus on environmental impact. 

    • Transparency & Customer Education - The designer provides clear, detailed information to customers and the general public about their brand practices and how they are addressing environmental and social impact. 

  • All Finalists:  

    • Major PR exposure through integration into 2026 National Designer Award x David Jones marketing campaign 

    • Opportunity to present work to an esteemed, high calibre Judging Panel of industry professionals 

    • Showcase collection as part of the 2026 Premium Runway within the official PayPal Melbourne Fashion Festival programme 

    • Content package including event photography and video  

    • Suite of VIP invitations to the 2026 Festival’s premium events, including the 2026 PayPal Melbourne Fashion Festival official launch event at Government House 

    National Designer Award Winner 

    • $20,000 + GST Cash Prize 

    • David Jones will provide the National Designer Award Winner with a business development prize package to the minimum value of AU$150,000 ex GST, tailored to suit the winner’s business model. This prize package may include, but not limited to:  

      • Ranging of the winner's collection in store  

      • Direct access to David Jones expertise, networks, and business support  

      • Marketing, advertising and public relations activity to amplify winners brand profile  

      • Visual merchandising support including flagship store window and/or VM installations featuring a curated selection of the winner's collection 

      • Five tailored sessions with relevant David Jones teams to support the winner’s business growth and development

    • 2026 National Designer Award trophy 

    • Inclusion in winner's announcement press release and social media content 

    • David Jones Voucher - $1,000 voucher to use in store or online at www.davidjones.com

    • Runway Inclusion - guaranteed feature in PMFF’s 2027 Premium Runway Series

    • Legal business advisory package from K&L Gates to the value of $5,000 (plus GST)  

    Honourable Mention for Sustainability 

    • $10,000 + GST Cash Prize 

    • Five tailored sessions with relevant David Jones teams to support the winner’s business growth and development 

    • Circular Sourcing Support Package including $1,000 in Circular Sourcing credit and 2 personalised consultation sessions with founder Courtney Holm

    • 2026 Honourable Mention for Sustainability Trophy  

    • Inclusion in winner's announcement press release and social media content 

    • Runway Inclusion - guaranteed feature in PMFF’s 2027 Premium Runway Series    

    People's Choice Award 

    • 2026 People's Choice Award Trophy  

    • Inclusion in winner's announcement press release and social media content 

  • View full terms and conditions HERE.

JUDGING PANEL

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Executive General Manager of Womenswear Footwear and Accessories, David Jones  

BRIDGET VEALS

With 25 years of experience working across some of the world’s leading fashion brands, Bridget Veals is an industry leader specialising in the evolution of women’s fashion, buying, trends and operations. At David Jones, Bridget oversees the organisation’s buying strategy and operations across various categories.

Bridget has become a champion for change, driving initiatives across circular fashion and reducing environmental impact of clothing production.    

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Executive General Manager of Menswear Childrenswear, Home and Food, David Jones  

CHRIS WILSON

Chris Wilson has over 22 years of experience across Australia’s most iconic department stores and is passionate about the evolution of men’s fashion globally. Chris is a retail industry leader specialising in merchandise planning, buying and operations. At David Jones, Chris oversees the organisation’s buying strategy and operations across various categories.

With a drive to get the most from the people around him, Chris is focused on team development and seeing individuals succeed. 

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CAROLINE RALPHSMITH

Chief Executive Officer
PayPal Melbourne Fashion Festival  

Caroline Ralphsmith – known to all as Ralph – has had a rich and layered career that started over 30 years ago in manufacturing, flowed through to finance, strategy consulting, insurance, sport, and major event leadership, and ultimately led to the fabulous Melbourne Fashion Festival today. 

However, the foundations remained consistent - a relentless focus on problem solving, creativity, innovative thinking, strategy, teamwork, a can-do approach and having fun.  

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CLARE PRESS

Sustainable Fashion Expert and Founder
The Wardrobe Crisis 

With a background in journalism, Clare was the first ever Vogue sustainability editor. Her podcast,  Wardrobe Crisis, investigates the impact of the fashion industry on people and the planet. Based on her book of the same name, it is now in its 10th series.

Clare produced and co-hosted three series of the United Nations' Ethical Fashion podcast and is the author of four books, including  Rise & Resist, How to Change the World, and Wear Next, Fashioning the Future.

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MEGHA KAPOOR

Megha Kapoor LLB/BA (Hons) is an editor, creative director, writer & consultant known for her commitment to diverse storytelling & thoughtful, innovative creative solutions. Megha founded INPRINT, a multidisciplinary publishing platform & previously started her career at VOGUE Australia.  

As the former Head of Editorial Content of VOGUE India she expanded its global influence & audience by championing creativity & redefining its visual language. With a distinctly international perspective Megha continues to amplify meaningful narratives that reflect the evolving cultural landscape. 

Creative Director & Writer

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MELVIN TANAYA & LYNA TY

Founded in 2010 by lifelong friends Melvin Tanaya and Lyna Ty, Song for the Mute presents each season as a distinct chapter in its evolving story. Renowned for characterful designs, exceptional fabrics from esteemed Italian, Japanese, and French mills, and experimental processes, the brand blends craftsmanship with narrative depth.

Song for the Mute is a previous winner of the National Designer Award and Melvin and Lyna were selected in 2022 as part of the Hypebeast100, a curated list spotlighting innovators from all realms of creativity.

Co-founders, Song for the Mute

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SOPHIE HOLT

Creative Director, Oroton

A visionary in Australia’s fashion landscape, Sophie Holt has shaped the wardrobes of women for decades with her modern point of view and considered approach to design. 

Appointed creative director at Oroton in 2017, Holt set about reinvigorating the brand with fresh spirit, paying tribute to the house’s craft, whilst moving it forward, evolving its leathergoods and introducing new lines of ready-to-wear and accessories.  

PAST WINNERS OF NOTE

To win the National Designer Award x David Jones marks a turning point in a designer’s career, with past winners including, but not limited to:

Best Jumpers (2023), ALÈMAIS (2022), COMMAS (2021), ESSE (2020), Christian Kimber (2019), P.E Nation (2018), Macgraw (2016), STRATEAS.CARLUCCI (2014), Dion Lee (2010), Romance Was Born (2009), Yeojin Bae (2007) and Toni Maticevski (2002) 

2025 winners included:  

  • Amy Lawrance - winner of the coveted National Designer Award x David Jones 

  • Saskia-Baur-Schmid of Hyph-n - Honourable Mention for Sustainability

  • Anna Pipkorn of Lovaan - People’s Choice Award 

Fashion runway show with models walking down the runway, audience seated on both sides, large digital screen displaying 'Amy Lawrance x David Jones', and a DJ performing on a stage in the background.

2025 JUDGING DAY

Our 10 finalists in 2025 took part in the judging day for the National Designer Award x David Jones. Each designer presented their collections to our judging panel, in a day filled with anticipation. Designers included: Alix Higgins, All is a Gentle Spring, Amy Lawrance, Boteh, Christopher Hrysanidis, Hyph-n, Jude, Liandra, Lovaan, Madre Natura.