In an industry that often prizes speed over soul, Amy Lawrance has taken the road less travelled — and it’s led her somewhere remarkable.
Working from her home studio in Melbourne, Amy is part of a quiet revolution in Australian fashion. Her garments aren’t churned out in bulk or rushed through machines. They’re handmade, thoughtfully designed, and take up to seven weeks to complete. But the wait is worth it.
In 2025, her dedication to craftsmanship was recognised with one of the country’s most prestigious accolades: the National Designer Award. Alongside the title came a $20,000 cash prize and a business development package — a life-changing moment for a designer who started out stitching in her living room during lockdown.
Lockdown Beginnings
Like many creatives in 2020, Amy found herself at home, armed with a fashion degree from RMIT and time on her hands. Rather than wait for the industry to come calling, she started experimenting with designs using the techniques she’d learnt not just at university, but also during her time at Kangan Institute.
She stitched for the joy of it, drawing from traditional methods — fagoting, pleating, scalloped trims — all the careful, slow techniques many fashion houses have long left behind. But her pieces weren’t nostalgic. They were sculptural, modern, and quietly bold.
What began as a lockdown project quickly evolved into a signature style: structured yet soft, detailed yet wearable, nostalgic yet forward-thinking.
A Style All Her Own
Amy’s aesthetic resists easy labels. Some describe it as “old-world meets sci-fi,” or “mid-century with a futuristic twist.” What’s clear is that her work stands apart.
She often works with undyed silks, letting the fabric’s natural tones and delicate textures take centre stage. Using a signature fagoting stitch, she creates openwork seams that not only hold the garment together but become part of its visual language. Through pleating and starching techniques, she transforms soft materials into pieces that almost float — wearable sculpture with a sense of movement and grace.
Everything is made to order. No stockrooms, no overproduction. Just handcrafted pieces, one by one, each one designed to last.
Why Slow Still Matters
In a fast-fashion world, Amy’s process is deliberately — almost defiantly — slow. A single piece takes six to seven weeks to complete, but this is exactly what her customers love about her work.
This is fashion that doesn’t just fit your body. It fits your values.
Every garment is a reminder that good things take time. Her pieces feel intimate, considered, and full of care — the kind of clothing you don’t just wear, but cherish.
It’s a model that’s resonating with Australians who are tired of throwaway trends and ready to invest in meaningful design.
The Moment Everything Changed
Winning the 2025 National Designer Award at the PayPal Melbourne Fashion Festival was a defining moment for Amy — not just because of the recognition, but because of what it stood for.
The judges didn’t ask her to change her process or ramp up production. They honoured her for doing things differently: for prioritising quality, craftsmanship, and individuality over mass appeal.
It was proof that there’s space in Australia’s fashion scene for slowness, softness, and soul.
Looking Ahead, Staying Grounded
With the award behind her, Amy is now planning her next chapter. She’s exploring small production partnerships with local factories — not to scale quickly, but to find sustainable ways to reach more people without compromising her core values.
She’s also considering limited wholesale opportunities, so long as the personal touch remains. Whether it’s made entirely in her studio or in collaboration with trusted local makers, the goal is the same: to ensure every piece feels special, intentional, and unmistakably hers.
In short, Amy’s not aiming for a fashion empire. She’s building something far rarer — a brand that grows with care.
How did Amy Lawrance get her start?
Amy’s label began during Melbourne’s 2020 lockdowns. Fresh out of RMIT, she set up a home studio and started creating one-of-a-kind garments by hand. What began as a personal creative outlet quickly grew into a full-fledged brand built on slow fashion principles.
What makes her designs stand out?
Amy’s pieces are instantly recognisable for their sculptural silhouettes and delicate detailing. She uses traditional techniques like fagoting and pleating, paired with undyed silks, to create clothing that feels both timeless and forward-thinking. Everything is made by hand, right here in Melbourne.
How does sustainability fit into her work?
Sustainability isn’t just part of Amy’s process – it drives it. She works exclusively with natural fabrics, avoids unnecessary production, and leans into techniques that generate minimal waste. Every decision, from material choice to construction, is made with intention.
Why made-to-order?
For Amy, making to order is about more than just reducing waste – it’s about creating garments with meaning. Each piece is crafted one at a time, allowing for a slower, more considered approach that prioritises quality and individuality over quantity.
Is everything made locally?
Yes. All garments are designed, patterned, and sewn in Amy’s Melbourne studio. As the brand evolves, she’s exploring small-scale collaborations with local makers — but staying committed to ethical, low-impact production is non-negotiable.Amy Lawran
