Into temptation

Auckland boutique Superette is the kind of store that instils a strong sense of loyalty, from its customers and staff.

Louisa Penney has been there for four years, working in the store, helping with PR and managing the online store.

The 22-year-old, who until recently studied communications at AUT, describes her job as "a bit of everything" where no day is ever the same. And of course, being surrounded by pieces from some of Australasia's best designers is tempting.

The self-confessed "dress girl" says practicality is a fashion rule she always breaks. "I've never been one for practical dressing, or buying. Once you have basics out of the way, I don't think fashion should ever be about rules. If you love something, wear it, even if it is totally impractical!"

Who are your favourite designers?

I'm lucky enough to be surrounded by some of my favourite designers every day - Lover, Camilla and Marc and Therese Rawsthorne just to name a few. And I can't go past Bassike for good quality wardrobe staples.

What's your biggest indulgence?

Religious haircuts with Tony at Durham Hair. He is amazing - my hair grows like a weed so I try to write it off as a necessity.

Who or what inspires you?

My work. Every day I find myself inspired by something new, whether it be through my colleagues, fashion, magazines, photography, blogs. And secondly, my friends. Some of my closest friends never cease to inspire me with their creativity and talent.

What do you really want this coming season?

Quite possibly the hardest part of my job is keeping this ever-expanding list down! So for editing's sake I will pick two: a Deadly Ponies jumper with rabbit fur shoulders, and an amazing draped Camilla and Marc military jacket with metal embellishment that I have been thinking about ever since I first saw the lookbook last year. Although I think my bank account is hoping it looks awful on me...

What endures throughout the seasons?

My Ralph Lauren navy crest blazer and Lover dresses. Lover seem to have a knack for creating timeless dresses that never seem "last season" or old.

Your fashion obsession?

Ankle boots. I wouldn't have called this an obsession until a friend recently drew attention to the rather large collection I have amassed.

Your best beauty tip?

Waihi Bush Flax Seed Oil - not only amazing for skin and hair but a few of these before a night out does definitely ease the pain of a hangover the next morning.

What is the biggest fashion/beauty/hair mistake you have ever made?

My friends and I used to iron our hair straight with an iron before going out at the weekends and looking back now makes me cringe - dead straight flat hair is just not a good look.

Whose wardrobe would you most like to raid?

Rachel Zoe's. I have been shamefully watching the Rachel Zoe Project lately and I have to admit, as annoying as she may be, she has the most amazing wardrobe of vintage dresses and jewellery I have ever seen.

Favourite fashion-y movies?

Michelangelo Antonioni's Blow Up (I actually have the movie poster above my bed) and The Virgin Suicides - lace dress heaven.

Any style icons?

Marianne Faithfull: the ultimate rock and roll muse. She pulled off both innocent and sexy in a way that not many people can.

Dress to impress whom?

Yourself. You're bound to get it wrong if you are dressing for someone else.

Is there anything you'd never wear?

Kitten heels. There is nothing "cute" about them.

Most overrated item in fashion?

Doc Martens. I'm just not a fan.

Most underrated item in fashion?

Nice underwear and nice hair - often overlooked but can make all the difference.

Best music for getting dressed up to?

Anything 80s disco gets me in the mood for going out, oh and anyone who knows me well knows Michael Jackson will get me up off the couch pretty quick-smart too.

Never caught wearing?

I say every season that I'm going to start wearing jeans - it just never seems to happen.