Brisbane-based designer Grace Kelly, founder of her label Joaen, has been named the winner of the National Designer Award, presented by David Jones at the PayPal Melbourne Fashion Festival.
Kelly will take home a $20,000 cash bursary as part of the prize, and will take part in a David Jones business development prize package valued at $150,000.
Two other designers among the ten total finalists won separate awards, including Tasmanian designer Rachel Van Brussel, founder of Van Brussel, who was awarded the Honourable Mention for Sustainability. She received a cash prize of $10,000 and a personalised mentorship programme led by David Jones.
Melbourne designer, Justin Tong, took out the People’s Choice Award, voted on by the general public.
Speaking on her win at the awards this week, Kelly said the win will help push her brand into new markets. She confirmed Joaen will soon be stocked on a few international boutique websites, as well as one new stockist.
“I can't yet, so stay tuned in the next two months when they come out,” she said. “This is super exciting and will help reach some of the Scandinavian and European countries, as well as here in Australia.
“It’s taking this Australian brand to a global market.”
Kelly’s label, Joaen, is named after her grandmother, with the emerging designer following three generations of dressmakers. According to Kelly, that is three generations of handing down craftsmanship, appreciation for quality, fabrics, fit, longevity, timeless pieces and investments.
The National Designer Award x David Jones was presented in the Premium Runway Series at the Royal Exhibition Building, with 2026 being the Festival’s 30th years. Around 1,500 ticketholders attended the runway.
The other seven finalists included Alvi Chung of Speed; Erik Yvon; Gabriella Pereira of Beare Park; Hannah Kim of Haluminous; Jackie Galleghan of Madre Natura; Nathaniel Youkhana of Youkhana; and Victoria Bliss.
As the National Designer Award winner for 2026, Kelly joins a host of past winners including Amy Lawrence (2025), Alèmais (2022), Christopher Esber (2012), Dion Lee (2010), Haulier (2024), Romance Was Born (2009), Song for the Mute (2014), Strateas Carlucci (2014) and Toni Maticevski (2002).
“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. “Presenting this Award on our Premium Runway, live in front of a consumer audience, means that PayPal Melbourne Fashion Festival delivers extraordinary exposure, world-class content and direct sales to the designers involved.”
Ralphsmith said Kelly’s immaculate quality and timeless sensibility really stood out. She said Kelly’s dedication to merging generational styles to create garments made to last beyond trends is a testament to her deep understanding of what women love to wear.
On Rachel Van Brussel, winner of the sustainability award, Ralphsmith said Brussel’s heroing of deadstock materials and commitment to longevity ticked the main boxes, while the community support for Justin Tong’s work is “simply outstanding”.
“Congratulations to our winners,” Ralphsmith said. “We look forward to watching the trajectory of their brands for many years to come.”
This year’s awards is also David Jones’ tenth consecutive time the department store has been the presenting partner.
David Jones’ executive GM of womenswear, footwear, accessories and beauty, Bridget Veals, said it is incredibly rewarding to reflect on the impact the award has had in supporting emerging talent.
“This year’s finalists demonstrated exceptional creativity, innovation, and clarity of vision, and we’re delighted to congratulate Grace Kelly of Joaen as the 2026 winner,” Veals said. “Joaen’s distinctive point of view and refined execution set them apart in an incredibly strong field, and we look forward to supporting the continued growth of the brand as it enters this exciting next chapter.
“We also extend our congratulations to Rachel Van Brussel of Van Brussel, recipient of the Honourable Mention for Sustainability,” Veals continued. “At David Jones, we’re proud to support emerging designers who are driving meaningful change, and we look forward to mentoring Rachel on her journey.
“We also recognise Justin Tong, winner of the People’s Choice Award. It’s incredibly special to see consumers play a role in recognising new talent, and we’re excited to celebrate Justin’s growing connection with the Australian fashion community.”
The judging criteria for the National Designer Award, presented by David Jones and supported by Australia Post, required the ten finalists to demonstrate innovation, creativity and cohesion in design; clear brand vision; high-quality manufacturing and garment construction; strong business and marketing acumen; and a genuine commitment to addressing environmental and social impact.
The 2026 judging panel comprised Australian fashion industry leaders including Ralphsmith and Veals, alongside David Jones executive GM of menswear, kids and home, Chris Wilson; The Wardrobe Crisis founder Clare Press; Circular Sourcing founder and CEO Courtney Holm; creative director and writer Megha Kapoor; Song for the Mute co-founders Melvin Tanaya and Lyna Ty; and Oroton creative director Sophie Holt.