There’s a certain kind of magic that comes from living by the ocean, you move slower and breather deeper. For Penny Lane and Angie Holden, the team behind Joyeux, the coast isn’t just a backdrop, it’s a part of their DNA.
Born by Alterior Motif, the brand emerged from a deep connection to the coast. “We grew up on the east coast of Australia,” the duo says. “The ocean’s just always been a part of our everyday.” And you can feel that in the clothes, simple, relaxed, with a laid-back vibe. They’ve got that kind of effortless feel, like something you’d reach for without thinking. Nothing too polished or trying too hard, just clothes that feel good to wear.
Behind the Brand
The story behind the brand’s name isn’t anything fancy but it is something the duo remember so clearly. They were sitting around the office, discussing plans to finally go ahead and create their own brand, at a loss at what to call it. They looked up on the office wall to an old Christmas card of their Alterior Motif team. On the front said ‘Joyeux Noel’ and the picture on the back was from a boat day with the rest of the team. “We thought perfect – joyeux – french for happy!” Says Angie.
The word ‘sustainability’ gets thrown around a lot these days, often with little meaning behind it. For Joyeux, it’s less about using the trendiest ‘green’ buzzwords and more about being real with what they can do. “We’re small and self-funded, so our version of sustainability is: do what we can, with what we have. Be aware. Take responsibility. Don’t overproduce.”
They work with near-shore makers so they know the people behind the pieces are being treated right. Small runs. Natural fibres wherever possible. Nothing mass, nothing soulless. But maybe most importantly, they design clothes that last. Not just physically, but emotionally. Pieces that earn their place in your wardrobe and stick around.
The Process Behind the Design
When I ask how they approach designing collections, there’s no polished answer. No moodboard-to-runway spiel. Instead, it’s messy in the best way. “It’s very organic. A lot of back and forth. We’re similar in some ways, but we definitely have different styles and ways of thinking, so it always starts with us bouncing ideas off each other.” Says Penny.
They draw inspiration from everywhere. Customers at Alterior Motif, music, surf mags, 90s icons, random people walking down the street with great energy. Sometimes it’s a fabric that sparks something. Sometimes it’s a feeling. And then, through a kind of creative tug-of-war, it becomes something that feels like them, like Joyeux.
If they had to pick a favourite, Collection 6 stands out. Dreamt up in Bali, away from their usual day-to-day, it was a turning point.“It was the first time we designed by fabric first. Everything felt so fresh. It was bold, a bit wild, neon, lurex, surf-inspired, but also grounded. It had that early Gisele energy from an old French Vogue I picked up years ago. It just felt like us.”
Navigating Trends
Joyeux isn’t really about chasing trends. Their focus is on building core pieces, things you’ll want to keep reaching for, season after season. The team is always watching what’s happening in the fashion world for colour and detail inspiration, but trends don’t drive what they make. Instead, they help shape how they style and present the pieces in a way that feels relevant.
At the end of the day, Joyeux is about more than just clothes. It’s about connection, to place, to people, to the process. “We want people to understand why buying local matters, and what it means to support small business.” The duo says. When you buy something from Joyeux, you’re not just getting a new top, you’re backing a story, a team, a process, a place.
Keeping Sustainable
For those trying to shop more consciously, the advice Penny and Angie have is simple. “Don’t get tricked by clever branding. A lot of so-called designer brands are just cheap white-label pieces bought in bulk for five bucks and sold to you for a hundred. Learn to ask questions. Look deeper.” They’re big believers in staying curious. Read more. Learn more. Share more. Support isn’t just about money, it’s about mindset.
At the heart of it, Joyeux is about joy. Real joy, not flashy, not loud, just that low-key, lived-in kind. The feeling of wearing something that makes you feel good. The pride in knowing where it came from. The ease of knowing it’ll still be relevant in five years’ time.
It’s thoughtful, playful, and grounded in something real. And maybe that’s what makes it stand out in a world of noise.
About Joyeux –
Joyeux is the in-house label born out of Alterior Motif, shaped by the unique personal styles of co-founders Penny Lane and Angie Holden. Angie leans toward a classic, minimal look with a playful edge, feminine but never girly, always confident. Penny brings a more relaxed, coastal feel. Effortless and casual, with a hint of tailoring. A lover of pants, her style carries a slightly masculine edge, softened with thoughtful details like a great top or the right accessories.
Joyeux, French for happy, is a womenswear label focused on timeless, core pieces with a modern twist. Designed locally and inspired globally, it reflects a laid-back yet elevated coastal aesthetic. Each piece is made to move effortlessly from day to night, now to then, created for versatility and joy, wherever you are.
Produced in small runs using ethical manufacturing practices, Joyeux supports a more conscious, sustainable approach to fashion.
Shop exclusively at Alterior Motif.
