SAFW SS22 COLLECTIONS | BEACHCULT

BeachCult is the swimwear and apparel summer lovechild from designer Joanna Hedley, focusing on mindful and ethical start to finish production and design, based 100% in South Africa. Fresh South African artist designed prints, with earth and fire-coloured basics, encapsulate the anticipation of summer, whilst elegant basics and summer dresses elevate your beach look straight to dinner or a night out. Created from sustainable recycled techno swim fabric, with unique fits and one-of-a-kind prints, their swimwear is a cult favourite. Their resort wear and apparel as well as men's swim trunks to match, are printed and lovingly manufactured by female artisans, in Cape Town alongside their swimwear, so customers can create an entire look in their favourite print. The collections are aimed at all the gypsetters and nomads who carry the ocean continuously in their hearts. The latest collection is a collaboration with Cape Town based Artist Ana Kuni who is known for creating large scale paintings and murals with an underlying message of spiritual growth and awakening. The collection was inspired by the natural elements that are present and guiding in our everyday life with the sun, moon and ocean guiding us - a return to our authentic self. 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