Amy Lawrence’s victory marks a significant milestone in the Australian fashion industry, showcasing her journey from hobbyist to celebrated designer.
A Melbourne designer, Amy Lawrence, has recently achieved a significant milestone in the Australian fashion industry by winning Australia’s National Designer award during a ceremony connected to the Melbourne Fashion Festival. The accolade is recognized as one of the most prestigious awards in Australian fashion, marking Lawrence’s impressive journey from a hobbyist seamstress to a celebrated designer. In an emotional response to her victory, Lawrence stated, “I’m not exaggerating when I say I really was not expecting this tonight,” reflecting on her surprise at receiving the honor.
Lawrence’s foray into fashion began during the lockdowns of the Covid-19 pandemic when she started hand-sewing intricate dresses in her home. After completing her bachelor’s degree in fashion design at RMIT in 2020, she began to sell her creations in 2022, expressing uncertainty about the commercial viability of her nascent label at the time. By 2023, she officially founded her label, acknowledging the years of dedication she had invested in her craft. “But really, I’ve been making non-stop for the last 10 years. This feels like the culmination of a lot of hard work,” she remarked.
To create each garment, Lawrence sews and finishes every piece in her home studio, utilizing her living room to draft patterns and sew dresses. Customers who order her creations usually wait approximately six weeks to receive them, as each piece is made to order. “There’s something lovely about someone placing an order and me making a dress just for them,” Lawrence noted, highlighting the personal touch in her work.
Lawrence primarily uses undyed silks in her designs, which are characterized by intricate pleating and an embroidery technique known as a fagoting stitch. This method creates decorative gaps between fabric pieces, a skill she acquired by studying early 20th-century dressmaking manuals.
Caroline Ralphsmith, the chief executive of the Melbourne Fashion Festival and a co-judge for the award, expressed admiration for Lawrence’s meticulous approach to fashion. While there were initial concerns regarding the designer’s ability to commercialize her work, Ralphsmith emphasized that those worries were outweighed by the impressive craftsmanship displayed in Lawrence’s creations. “She is so extraordinary in terms of the craft she brings to her work. The handiwork is just mind-blowing…and they look amazing on,” Ralphsmith remarked.
The National Design award, part of the Melbourne Fashion Festival, is open to emerging designers within the early stages of their business journey. Winners receive a comprehensive business development package, including a cash prize of $20,000. Lawrence indicated that she plans to invest her prize money in collaboration with a local factory to produce small runs of her designs for wholesale distribution.
In addition to Lawrence’s win, another Melbourne designer, Saskia Baur-Schmid of the label Hyph-n, received an honorable mention for her commitment to sustainability and zero-waste pattern cutting, earning a cash prize of $10,000.
Notably, Lawrence is the first designer in 29 years to accept the award in a public ceremony, as previous events had been limited to industry insiders. The shift towards inclusivity was evident with the Melbourne Fashion Festival hosting a consumer-facing runway show for the award’s 10 finalists, attended by a sell-out crowd of 1,500 on Tuesday night.
Lawrence’s professional background includes nearly five years working with the label Maticevski, where she began as an intern and later served as a production coordinator. The label’s founder, Toni Maticevski, won the National Designer award in 2002, creating a meaningful link between the two designers. Ralphsmith commented on this connection, stating, “That is beautiful, isn’t it? They’re both beautiful makers,” underscoring the continuity of artistry in Australian fashion.
Source: Noah Wire Services
