Melbourne fashion designer Amy Lawrance has taken home the 2025 National Designer Award this week.
Presented by David Jones and supported by Australia Post, the award was handed over at the PayPal Melbourne Fashion Festival on a public runway at Melbourne’s Royal Exhibition Building. This is the first time the award was presented in the PMFF’s Premium Runway Series; in prior years, the award has been an invite-only event.
The National Designer Award recognises designers in their first eight years of business.
Alongside a $20,000 cash prize, Lawrence will also take home a high-value business development prize pack.
Saskia Baur-Schmid of Hyph-n was awarded the Honourable Mention for Sustainability, receiving a cash prize of $10,000 and a personalised mentorship programme led by David Jones.
Anna Pipkorn of Lovaan took out the People’s Choice Award, voted on by the general public.
“The National Designer Award x David Jones is Australia’s longest running and most esteemed fashion award, defining the future of so many Australian designers,” PMFF CEO Caroline Ralphsmith said.
“Amy Lawrance’s true craftsmanship and exceptional quality really stood out. Her dedication to creating something of absolute beauty, originality and refinement is testament to her original vision and focus on slow fashion practices.
“Saskia Baur-Schmid of Hyph-n is a trailblazer for minimal waste design with an extraordinarily considered design approach. Congratulations to our winners!
“We look forward to watching the trajectory of their brands for many years to come.”
According to PMFF, 1,500 ticket holders witnessed the runway and accompanying ceremony, with the three accolades announced live on the runway.
“Making the move to our Premium Runway and presenting this award live in front of a consumer audience for the first time, has meant that PayPal Melbourne Fashion Festival delivers extraordinary exposure, world-class content for the brands and direct sales to designers,” Ralphsmith added.
All ten finalists for 2025 included Alix Higgins, Amelia Mather of Boteh, Amy Lawrance, Anna Pipkorn of Lovaan Studios, Christopher Hrysanidis, Isabelle Hellyer of All is a Gentle Spring, Jackie Galleghan of Madre Natura, Jude Ng of Jude, Liandra Gaykamangu of Liandra, and Saskia Baur-Schmid of Hyph-n.
Lawrance joins a collection of past winners of the award such as Haulier in 2024, Alèmais in 2022, Christopher Esber in 2012, and Dion Lee in 2010.
This year also marks David Jones’ ninth consecutive year as the National Designer Award presenter.
Executive GM of womenswear, footwear and accessories Bridget Veals said David Jones is proud to champion the next generation of Australian fashion design.
“This year’s finalists displayed exceptional creativity and innovation, and we're delighted to congratulate Amy Lawrance as the 2025 winner,” Veals said. “Amy’s craftsmanship and purity in design truly set her apart in what was an incredibly strong field of talent, and we look forward to supporting her as she continues to make her mark on the industry.
“We also extend our congratulations to Saskia Baur-Schmid of Hyph-n, recipient of the Honourable Mention for Sustainability. David Jones is proud to support emerging designers who are driving meaningful change, and we look forward to mentoring Saskia on her journey.
“We're also thrilled to celebrate Anna Pipkorn of Lovaan, winner of the People’s Choice Award. As a brand already stocked at David Jones, we're excited to continue our partnership and support Lovaan’s ongoing success.”
This also marks the Festival’s first collaboration with Australia Post, as supporting partner of the National Designer Award and presenting partner of the upcoming Australian Fashion Business Lunch on March 6.
The 2025 judging panel consisted of six industry leaders, including Ralphsmith, Veals, David Jones executive GM of menswear Chris Wilson, fashion designer Akira Isogawa, sustainable fashion expert Clare Press and Sunday Life associate editor Melissa Singer.