APPLICATIONS NOW CLOSED

PRESENTED BY

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.

Ten finalists will be selected to showcase their collections as part of an exciting new winners announcement event concept within the official 2025 PayPal Melbourne Fashion Festival programme. 

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. 

To be considered for our National Designer Award x David Jones, please submit your application via the APPLY HERE button and ensure you’re eligible and available on the key dates specified below.

Applications closed.

Please reach out to our Programming team for any questions.

KEY INFORMATION

  • Applications closed.

  • 3 October 2024 – Entries Open  

    8 November 2024 – Entries Close  

    11 November 2024 – PMFF Internal Assessment 

    13 November 2024 – Applicants notified of outcome (additional information request sent to successful applications) 

    22 November 2024 - Additional information due 

    27 November - 11 December 2024 – Round 1 Virtual Judging Period 

    13 December 2024 - Applicants notified of outcome and sent participation agreement 

    6 January 2025 – Participation Agreement Due 

    January 2025 – Announce National Designer Award finalists  

    20 February 2025 – Round Two Judging Day 

    4 March 2025 – National Designer Award x David Jones winners announcement event  

    1. Application Form (Award Force) 

    2. Current collection lookbook  (submitted via Award Force application process)

    3. Past collection lookbook  (submitted via Award Force application process)

    1. The label has been established for less than 8 years (having launched its first part or full range collection after 1st January 2017)

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

    3. Your collection will be available for purchase in March 2025 (ready to wear or made to order)

    4. The label’s main place of business is based in Australia

    5. You are available to be in Melbourne on 20 February and 4 March 2025   

    6. Your collection has a minimum 6 full looks ready to present to the judging panel

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

    Judging Criteria: ROUND 1

    1. Innovative, creative, cohesive design aesthetic [40] 

    1. Clear vision for brand [20] 

    1. Strong understanding of fashion business & strategic marketing [15]    

    1. Commitment to sustainability [15] 

    1. High quality manufacturing [10] 

    Judging Criteria: ROUND 2

    1. Innovative, creative, cohesive design aesthetic [40] 

    1. High quality manufacturing and garment construction [25] 

    1. Commitment to sustainability [15] 

    1. Strong understanding of fashion business & strategic marketing [10]  

    1. Clear vision for brand [10] 

    HONOURABLE MENTION FOR SUSTAINABILITY CRITERIA:  

    All areas weighted equally. 

    • 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.   

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

    • 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. 

    • 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, marketing and social media exposure through integration into the Festival and David Jones’ campaign activity

    • Opportunity to present work to esteemed, high calibre judging panel  

    • Showcase collection as part of an exciting new winner's announcement event concept within the official 2025 PayPal Melbourne Fashion Festival programme 

    • Content package including event photography and video 

    • Suite of VIP invitations to the 2025 Festival’s premium events, including the 2025 PayPal Melbourne Fashion Festival official launch event 

    NDA Winner

    • $20,000 + GST Cash Prize  

    • 2025 National Designer Award trophy

    • David Jones Ranging Inclusion (minimum buying $50,000): the opportunity to showcase your collection at David Jones Flagship stores and online at www.davidjones.com

    • David Jones VM installation showcasing elements of the winner's collection

    • Dedicated high value PR and marketing campaign integration across the Festival and David Jones' channels including social media, EDM, website and PR activity

    • Media training session with fashion publicity specialists, AMPR

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

    • David Jones Voucher ($1,000) 


    Honorable Mention of Sustainability

    • $10,000 + GST Cash Prize 

    • 2025 Honourable Mention for Sustainability Trophy

    • David Jones Mentorship

    • David Jones in-store collection display 

    • David Jones Voucher ($1,000) 

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

    • Media training session with fashion publicity specialists,  AMPR

    People's Choice Award 

    • 2025 People's Choice Award Trophy  

    • David Jones Voucher ($1,000) 

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

  • View full terms and conditions HERE.

JUDGING PANEL

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.    

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. 

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.  

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.

AKIRA ISOGAWA

Born in Kyoto, Japan, Akira moved to Sydney in 1986 studying fashion design at the Sydney Institute of Technology. His 1996 debut collection at Australian Fashion Week, led him to become one of Australia’s most celebrated and acclaimed designers.

Since, Akira has designed costumes for the Australian ballet and the Sydney Dance Company and exhibited his work at the National Gallery of Victoria, the Powerhouse Museum, and at the Victoria and Albert Museum London.

Australian Contemporary Fashion Designer 

MELISSA SINGER

Associate Editor,
Sunday Life (The Sun-Herald & The Sunday Age)

Melissa is Associate Editor of Sunday Life, the country's only premium weekly lifestyle magazine. Previously, she was National Fashion Editor of The Sydney Morning Herald and The Age, covering the business of fashion, Australian designers and manufacturing, consumer affairs and retail.

In a career spanning more than 20 years, Melissa has profiled some of fashion's biggest names including Christian Louboutin and Jonathan Anderson. She is also a regular commentator on radio and has appeared on numerous podcasts.

BIANCA SPENDER

Founder and Creative Director,
Bianca Spender

A leader in Australian design, Bianca Spender creates fashion for the modern woman. An effortless yet artistic sensibility defines the brand, each piece steeped in poetic motion and a sub-dialogue between feminine and masculine.

Celebrating 15 years of the label in 2023, Bianca Spender exudes a quiet confidence, guided by emotive design and artistic spirit.

2024 SNAPSHOT

Jeremy Hershan of HAULIER was the winner of the coveted National Designer Award x David Jones.

Jordan Gogos of Iordanes Spyridon Gogos was awarded the Honourable Mention for Sustainability.  

Natasha Gordon of Clea took out the People’s Choice Award. 

PAST WINNERS

HAULIER (2024)

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Best Jumpers (2023)

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ALÉMAIS (2022)

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COMMAS (2021)

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ESSE (2020)

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Christian Kimber (2019)

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P.E Nation (2018)

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Kacey/Devlin (2017)

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Macgraw (2016)

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Pagent (2015)

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STRATEAS.CARLUCCI (2014)

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From Britten (2013)

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Christopher Esber (2012)

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Song for the Mute (2011)

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Dion Lee (2010)

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Romance Was Born (2009)

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Friedrich Gray (2008)

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Yeojin Bae (2007)

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TV (2006)

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Josh Groot (2005)

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Mad Cortes (2004)

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Claude Maus (2003)

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Toni Maticevski (2002)

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Sample (2001)

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(I) Peck Your Pun (2000)

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Glen Rollason (1999)

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Ugur lle Alijan (1998)

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S!X (1997)

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HAULIER (2024) - Best Jumpers (2023) - ALÉMAIS (2022) - COMMAS (2021) - ESSE (2020) - Christian Kimber (2019) - P.E Nation (2018) - Kacey/Devlin (2017) - Macgraw (2016) - Pagent (2015) - STRATEAS.CARLUCCI (2014) - From Britten (2013) - Christopher Esber (2012) - Song for the Mute (2011) - Dion Lee (2010) - Romance Was Born (2009) - Friedrich Gray (2008) - Yeojin Bae (2007) - TV (2006) - Josh Groot (2005) - Mad Cortes (2004) - Claude Maus (2003) - Toni Maticevski (2002) - Sample (2001) - (I) Peck Your Pun (2000) - Glen Rollason (1999) - Ugur lle Alijan (1998) - S!X (1997) -