PayPal Melbourne Fashion Festival has announced Australian clothing brand ALEMAIS as the winner of the National Designer Award presented by David Jones, taking home a record prize of $120,000.
The designer also claimed the inaugural People’s Choice Award, also presented by David Jones. This award is a new addition to the program, where the public has the opportunity to vote for a selected finalist.
Now in its 26th year, the PayPal Melbourne Fashion Festival’s coveted National Designer Award recognises the future of Australian fashion by acknowledging designers in their formative years of business.
The six outstanding finalists for 2022, selected by a panel of industry heavyweights included ALEMAIS, Beare Park, BLANCA, CLEA, E Nolan and Joslin.
PayPal Melbourne Fashion Festival’s acting CEO Yolanda Finch said the award is a career-defining opportunity for budding designers.
“It’s truly a privilege to meet these talented designers so early on in their development,” Finch said. “The creativity, the exceptional standards, and the clear direction each designer has for their business is inspiring.
“Whilst all this year’s finalists impressed the judges, ALEMAIS stood out for its commercial acumen and potential for growth.
“The label encapsulates values the conscious consumer seeks with an aesthetic that is creative and feminine, and both aspirational and attainable.”
Bridget Veals, David Jones GM of womenswear, footwear and accessories, also praised ALEMAIS’ growth and future potential.
“The label has established a unique aesthetic with a clear direction and has been ranged and performing incredibly well in David Jones since joining our designer portfolio in 2021 with their inaugural collection.”
As well as the National Designer Award, David Jones also presented the Honourable Mention of Sustainability, now in its fourth year at the festival. This year it was awarded to Melbourne-based women’s fashion brand Joslin, who will receive a $10,000 cash prize as well as the opportunity to undertake a bespoke mentorship program led by David Jones, focusing on sustainability and broader business goals.
Eloise Bishop, head of sustainability at David Jones, commended Joslin founder Elinor McInnes for their win.
“It is evident that sustainability is at the forefront of mind for our future generations of designers,” said Eloise. “It was an honour to see and hear how all six finalists have built sustainability into their business models and designs from its foundations.
“Joslin was a standout as having taken additional steps towards embedding sustainability into its operations, with social, environmental, and ethical issues at heart.
“Joslin respects traditional craft and techniques and makes the best decisions on how we treat people and the planet”.
This year’s judging panel comprised fashion industry leaders, including David Jones’ GM of menswear Chris Wilson, as well as the GM of womenswear. This also includes Graeme Lewsey, former Melbourne Fashion Festival CEO; Philippa Moroney, Editor in Chief, JONES; Eloise Bishop, Head of Sustainability, David Jones; Camilla Freeman- Topper, Designer and Creative Director, CAMILLA AND MARC; and Jillian Davison, Editor in Chief, Harper’s BAZAAR.
ALEMAIS founder, Lesleigh Jermanus, will receive a significant business development prize pack designed to assist the label’s ongoing development and growth including marketing support and editorial opportunities, as well as the cash prize.
ALEMAIS’ win elevates the company with past winners of the award, including asCOMMAS (2021), ESSE (2020), and Christian Kimber (2019).