DESIGNER NAME: Joanna Hedley BACKGROUND: South Africa
The Joanna Hedley label is aimed at the sophisticated modern gypsy, focusing on ethical production in luxe fabrics and wild prints, the brand aims to provide apparel for the liberal spirit.
Flowing silhouettes, sheer fabrics, prints by artists and designers in South Africa, quirky details and bright colours define the clothing DNA.
Collection Inspiration for MBWCT
This collection, named Abracadabra – which means “I create as I speak,” is inspired by a modern and sophisticated gypsy – a wild and colourful woman who is one with the world, and a mix of cultures and ethnicities, as opposed to belonging to one nation or secular belief system. This is interpreted in flowing printed silks, with prints inspired by Africa, sewn emblems and details relating to the cosmos, and interesting sheer panels and fabrics.
Voted in the top 2 designers at MBFWJ16, also taken to Africa Fashion Week London.
Hopes for MBFWCT
Looking forward to sharing the runway with some amazing designers and hoping to use this as a platform to expand my brand.