JUSTIN TONG Wins People’s Choice Award at Melbourne Fashion Festival 2026
A moment defined not by industry, but by community
In February 2026, Melbourne-based designer JUSTIN TONG was awarded the People’s Choice Award at the David Jones x PayPal Melbourne Fashion Festival National Designer Award - a recognition determined entirely by public vote.
Presented following the festival’s National Designer Award runway, the award offers a rare measure of resonance beyond the industry lens. Rather than being decided by a panel, it reflects the response of the audience in real time - the women who engage with, wear, and ultimately shape the life of the brand. For JUSTIN TONG, it marks a moment of alignment between design intention and lived experience.
Designing with the wearer in mind
Since its launch in 2022, JUSTIN TONG has approached occasion wear through a distinct perspective - one grounded in emotion, wearability, and narrative. The brand’s collections are known for their sculptural silhouettes and illustrative prints, but equally for how they are worn. Each piece is designed with an awareness of the moments it will become part of: weddings, celebrations, and personal milestones.
This consideration has led to a growing presence within the space of modern Mother of the Bride dresses, particularly among women seeking something that feels both expressive and considered on her special day.
A shift in how occasion dressing is defined
The response recognised by the People’s Choice Award also reflects a broader shift in the Australian fashion landscape. There is an increasing movement away from prescriptive dressing - particularly within categories such as mother of the bride attire - towards something more individual.
JUSTIN TONG’s work sits within this shift. Rather than adhering to traditional expectations, the collections explore:
- Structure and fluidity in balance
- Prints that feel narrative rather than decorative
- Pieces that allow the wearer to feel present, rather than defined by convention
It is this perspective that continues to resonate with a growing community both in Melbourne and beyond.
“It’s the support of our community that matters most”
For Founder and Managing Director Justin Tong, the award reflects the relationships that have been built around the brand over time. “Opening our South Yarra boutique allowed me to connect with our customers in a much more personal way,” he says. “Fitting women, understanding how they feel in the pieces, and being a small part of the preparation for their special event - that connection has become the foundation of the community around the brand.”
Since opening in 2025, the South Yarra space has functioned not only as a retail environment, but as a point of dialogue - where feedback, experience, and design intersect. “To then see that same community show up and support us through the People’s Choice Award is incredibly meaningful.”
Beyond the moment of wear
What distinguishes occasion wear is not only how it is seen, but how it is remembered. “For many women, these pieces are worn for some of the most important moments in their lives,” Tong reflects. “What’s been most special is seeing them stay connected to the brand long after that - returning, engaging, and continuing to support us.”
This ongoing relationship speaks to a quieter aspect of the brand’s growth - one that is less visible than a runway, but equally defining. “We’ve never seen it as transactional. It’s a relationship, and one that continues to grow - not just here in Australia, but all around the world.”
Craft, consideration, and context
Each JUSTIN TONG garment is produced using surplus and deadstock fabrics, in boutique, female-owned factories in Vietnam. This approach reflects a commitment not only to sustainability, but to a more considered pace of design - one that values material, process, and the people behind each piece.
Within the context of Australian fashion, this positions the brand within a growing conversation around responsible production and conscious occasion wear.
A quiet milestone
The People’s Choice Award is, at its core, a reflection of connection.
Not only between designer and garment, but between garment and wearer - and the moments that bring them together.
For JUSTIN TONG, it represents a continuation rather than a conclusion. A marker of what has been built, and what continues to evolve.
