About The Designer
Joanna Hedley launched BeachCult in 2011 as a response to a lack of local high end resort wear. After two years of small scale retail she went abroad and studied an MBA specializing in fashion and luxury business between Paris and Shanghai. On her return, she re-launched the brand, specializing in high end swimwear. The crux of her design ethos is to keep it local, concentrating on sustainable design and trademark prints designed by local artists and illustrators with a 100% South African design flair
Known for her signature prints and Avant grade silhouettes, Hedley, both the company’s creative director and president, is the living embodiment of her designs, taking inspiration from her worldwide travels and from the attraction in the everyday beauty of the world around her. Joanna strongly believes in mindful and ethical production from start to finish. She imports her fabrics from Europe and gets all fabric printed locally.
BeachCult is featured regularly in both local South African and international fashion magazines. Features locally include Cosmopolitan, Elle, Marie Claire as well as featuring on the espresso show. Internationally BeachCult has appeared in UK Conde Naste Traveller, Vogue and others. Fashion Shows.
BeachCult is the only swimwear brand to show at South Africa Fashion week each year, as well as Mercedes Benz Fashion Week. They have also showed at Africa Fashion Week London.
Check out Beach Cult’s website and follow them on Instagram.