In the fast paced world of Fashion Week, where every moment counts and every outfit speaks volumes, Angie Holden and Penny Lane of much loved Australian Boutique, Alterior Motif chat with us about mastering the art of balancing style with purpose.
Between back-to-back meetings, dashes between shows and late-night debriefs over dinner, the duo’s approach to fashion is as refined as it is refreshingly grounded.
Style in Motion
For Angie, dressing for fashion week means creating one complete outfit per day that carries her from early morning meetings to showings and evening dinners. Her formula for this is to use timeless base pieces, a knit or jacket plus one statement piece. For her, this year it was a skirt.
Penny, meanwhile, tends to lean into practicality. With a day spent constantly on the move and often trying on samples for future buys, comfort is a non-negotiable. Her staples are a sharp blazer and really good shoes but are still really easy to get in and out of.
Signature Styles
Angie describes her personal style as “classic and minimal with a bit of fun.” It’s a look that is feminine, never girly and always confident. Penny may be a bit more relaxed. “I’m coastal, casual with a hint of tailoring. I live in pants, so there is a slightly masculine edge but I love to soften it with a cute top or accessories,”she says.
Both having been to many Fashion Weeks and showings they are quite seasoned in the field. However, over the years their styles have evolved more in philosophy than in form. Angie admits to being more strategic now. “I have learnt not to overpack,” she laughs. Penny remains loyal to her all black with boots signature look and has no fashion regrets. “Only maybe a little too much free champagne over the years,” she comments.
Fashion Week Must-Haves
When it comes to essentials, their lists are refreshingly relatable. Angie swears by good shoes and a portable charger, while Penny wont go out the front door without her iPhone and hydrating face mist. “You need to stay fresh when you’re on the move all day,” she says.
The highlight pieces for both? “Coats and boots!” Angie exclaims. “We love blending our coastal style with the urban landscape.” Penny adds that the excitement of curating outfits from the boutique never wears off. “It’s the one time of the year I walk into the store and shop like a customer.” She says.
This Year’s Designer Standouts
Two names echoed between them this year: Nagnata and Summi Summi. Angie also gives a nod to Silk Laundry for its clean lines and versatility. These brands resonate with Alterior Motif’s ethos of thoughtful design, quality craftsmanship and a strong brand narrative.
What’s Trending
Angie’s pick for emerging trends? “Spots, spots, spots.” A playful print with endless styling possibilities. Penny, on the other hand, has noticed a tropical resurgence: “There’s definitely a Hawaiian island influence happening across a few of our brands. I’m loving the relaxed, summery vibe.” She says.
A Day in the Life at Fashion Week
A typical day for the Alterior Motif ladies at Fashion Week starts with emails and a stretch, followed by a coffee and walk before diving into a full schedule of showroom appointments, fashion shows and team check-ins. Evenings bring a moment to unwind, usually over a glass of wine at The Dolphin or dinner with brand managers.
Quick meals are all part of the routine too. “Fish Bowl is a go-to on the run,” Angie says. “And we’re often spoiled with snacks and drinks during meetings.” For a sit-down moment, Paramount Coffee Project and 10 Williams are staples, while Penny loves the diverse range of Asian eateries in Surry Hills.
Looking Ahead
If there’s one thing Fashion Week continues to reaffirm for Alterior Motif, it’s the power of storytelling. “We’re focused on connecting more deeply with our customers and sharing the journey behind each brand,” Angie notes. Penny agrees “When a print has a story, we want to pass that story along. Buying is no longer just about the garment, it’s about meaning, context and connection.”
As fashion becomes increasingly digitised, the team is doubling down on authenticity. “In a world moving further from real-life connection, we want to nurture stronger relationships, with our suppliers, with our brands and with our community.”
For Angie and Penny, Fashion Week isn’t just about what’s new, it’s about what matters. And at Alterior Motif, fashion has always been about more than just what you wear. It’s about the feeling behind it and the stories woven into every style.
About Alterior Motif –
The Alterior Motif woman is deeply inspired by nature and lives a life closely tied to the sea. With a refined appreciation for fashion, she values quality above all and surrounds herself with beauty, both in her environment and in her mindset.
Since 2004, Penny Lane has led Alterior Motif as captain and head buyer. Raised on the beaches of the Sunshine Coast, Penny embodies the Alterior Motif lifestyle, infusing the brand with her coastal roots and evolving sensibilities. Under her guidance, the business continues to grow with a strong focus on sustainability and inclusivity.
Penny envisions Alterior Motif as more than a fashion destination, it’s a welcoming space where all women can explore thoughtfully curated designer collections and connect with local creatives and sustainable brands. Her commitment, shared by the entire A.M team, is to remain a positive and active presence within the community. As Penny puts it, “We are so fortunate to have a store that represents all of these elements.”
