The Alterior Motif woman is inspired by nature and spends her life by the sea. She has a strong appreciation for fashion but quality is important to her. She surrounds herself with beauty of sight and of mind.


Alterior Motif is a modern, multi brand boutique that showcases Australian designer brands and emerging local labels. Established in 2003, Alterior Motif began its journey in the sleepy Sunshine Coast town of Maroochydore and now also calls Noosa Heads home.

Penny Lane, captain and head buyer of A.M since 2004, grew up on the beaches of the Sunshine Coast. Her lifestyle reflects the Alterior Motif woman and she is constantly evolving the business to accommodate the changing world and the need to become a more sustainable business.

“I want Alterior to be an inclusive space for all women to come in and enjoy our curation of designer fashion and have a physical interaction with our local designers and sustainable brands. It is really important for myself and my team to be a positive part of our community. We are so fortunate to have a store that represents all of these elements.” - Penny Lane.


Alterior Motif acknowledges the Gubbi Gubbi and the Kabi Kabi peoples as the traditional owners and custodians of the land on which our stores are located. We pay our respects to the Elders past, present and emerging.