The PayPal Melbourne Fashion Festival has revealed the 10 designers who will battle it out in the 2025 National Designer Awards, presented by David Jones and supported by Australia Post.
The Festival has also revealed the designers who will take part in the National Graduate Showcase, presented by Emporium Melbourne.
The National Designer Award, now in its 29th year, recognise designers in their first eight years of business. The 10 finalists – which is an increase from six in 2024 – include 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.
For the first time in Festival history, the National Designer Award will be presented in the Premium Runway Series to a consumer audience. As part of the ceremony, three accolades will be announced live on the night.
The winner of the 2025 National Designer Award will take home a business development prize pack, including a $20,000 cash prize.
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 return, opening the floor to public voting and allowing fans to choose their favourite designer finalist. Voting will go live on February 4 via the Festival website and will close on February 25.
Past winners of the top award include Haulier last year, Alèmais in 2022, Christopher Esber in 2012, and Dion Lee in 2010.
“The National Designer Award x David Jones is Australia’s longest running and most esteemed fashion award, defining the future of many Australian designers,” PayPal Melbourne Fashion Festival CEO Caroline Ralphsmith said.
“Elevating this Award to our Premium Runway Series for the first time in 2025 will provide even more valuable support and exposure to our ten finalists and connect them with new audiences and potential customers.
“It’s an honour to meet these talented designers early on in their journey and create what we are sure will be powerful and long-term relationships as they continue to shape our fabulous industry.”
David Jones has returned as presenting partner of the National Designer Award for the ninth consecutive year, with Australia Post signing on for the first time as supporting partner.
“At David Jones, we’re incredibly proud of our long-standing commitment to supporting Australian fashion and emerging design talent,” David Jones executive general manager of menswear, kids and home Chris Wilson said.
“The National Designer Award is a key part of our dedication to fostering innovation and creativity in the local industry.”
The National Designer Award judging panel includes Ralphsmith and Wilson, alongside David Jones GM of womenswear, footwear and accessories Bridget Veals, fashion designer Akira Isogawa, The Wardrobe Crisis founder Clare Press, and Sunday Life associate editor Melissa Singer.
Meanwhile, the National Graduate Showcase will also present an increased number of designers on the Premium Runway in 2025, with 12 fashion students instead of ten hand-picked from Australia’s leading fashion design institutions.
The 2025 finalists for the showcase include Alannah Walton, Anjali Tulpule, Cuong Nguyen, Ethan Bergersen, Frank Taplin, Indigo Stuart, Joanna Youn (Joanna Lee & Changmin Yun), Madeleine Triggs, Marko Plavsic, Suzaan Stander, Wilson Jedd Adams.
Another Festival first is the introduction of a National Graduate Showcase x Emporium Melbourne Community Choice vote, which invites the general public to help choose the 12th and final graduate designer to appear on the runway.
Three National Graduate Showcase runners up have been selected as Community Choice finalists – Alexandra Pennell, Ke Zhang and Nam Tran – and their work will be displayed in-centre at Emporium Melbourne from February 14 to 23.
As part of its commitment, Emporium Melbourne has also introduced the inaugural Emporium Melbourne Graduate Sponsorship in 2025. An extension to the National Graduate Showcase runway, the sponsorship will offer professional development of one finalist within a 12-month period of National Graduate Showcase, up to the value of $5,000.
“Emporium Melbourne is the city’s home of Australian premium brands and has proudly championed the future of Australian fashion for ten years,” Emporium Melbourne GM of brand and marketing Amy Wotton said.
“The National Graduate Showcase is a platform for emerging talent, and in 2025, we’re proud to elevate this program even further.”
The National Graduate Showcase judging panel includes Ralphsmith and Wotton, alongside creative director Toni Maticevski, fashion stylist Karina Mutabazi, Fashion Journal managing editor Giulia Bugliera, and fashion designer Blair Archibald.
PMFF’s National Designer Award and National Graduate Showcase runways will both take place on March 4, 2025.
Tickets to the Premium Runways are priced from $69.