Joanna Hedley is the UK born, South African raised, wanderlust driven creative force behind the luxury beach, swim and resort wear brand BeachCult which has gone from strength to strength in South Africa since opening in 2011, filling a much needed gap in the market for high quality, European style summer wear. Her creations are her bohemian love children and focus on building a sustainable, free spirited luxury brand. All apparel is carefully constructed and handmade in Cape Town using the highest quality fabrics and accessories, locally designed prints and sustainable fabrics. Look to this designer for a wearable version of eco-luxury with a focus on self expression, strong design concept, colour and amazing prints.