AFI JFW /
Joanna Hedley is the UK born, Cape Town raised creative force behind BeachCult, which was launched in 2012 on a very small scale. Whilst BeachCult started as an import company, Joanna quickly shifted the brand towards in house design realizing people preferred her designs to imported swim and apparel. She was selected to represent South Africa at Africa Fashion Week in London in 2013 – and some of the designs from this show are still on display at museums in Sweden and the Netherlands. She then went on to study an MBA specializing in luxury fashion business at the prestigious International Fashion Academy (IFA) in Paris, with a semester in Shanghai.
She returned to Cape Town in 2015 with a refined vision of a 100% South African ethical swim and resort wear brand which embraces local artists and illustrators – collaborating with a new creative on each of her signature prints. Featuring regularly in both local and international fashion magazines, the brand is a favourite of the fashion and travel set, and is expanding rapidly worldwide.