The newest collection by BEACHCULT designer Joanna Medley whets the appetite for summer. The highlights this season are definitely the fresh prints and the Bohème luxury, which were to be expected. The collection offers you flexible options for wearing individual items – both for the beach and into the evening. The looks were photographed by Jürgen HOFFMANN c/o ANDREA HEBERGER.
We say: #JoinTheCult and get your tailored luxury boho beachwear by designer Joanna Hedley. Available in Cape Town at The Watershed, Shop F46 and online. GoSee: beachcult.co.za
About – Joanna Hedley is the UK-born, Cape Town-raised, creative force behind BeachCult, which was launched in 2012. While BeachCult started as an import company, Joanna quickly shifted the brand towards in house design, realizing people preferred her designs to imported swimwear 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 for an MBA, specializing in luxury fashion business at the prestigious International Fashion Academy ( IFA) in Paris. GoSee: youtube.com/watch