Let's Go To The Beach
Marie Claire South Africa|December 2017

Swimwear designer JOANNA HEDLEY of BeachCult takes us along her journey to refining her brand that has TAKEN THE WORLD BY STORM

Tarryn Oppell
Let's Go To The Beach

Before launching BeachCult, Joanna Hedley studied politics, philosophy and economics at the University of Cape Town, followed by two years of worldwide travelling.

Her idea for BeachCult sparked when she was in Goa, India, where she bought a suitcase full of fabrics and silk kaftans, brought it back to Cape Town and started designing and selling resort wear. It took off immediately.

‘I’m a complete travel addict and I am consumed by wanderlust daily,’ says Joanna. She worked on her resort-wear line for another two years, but was still unsure of the direction her business was headed, which lead her to an MBA in fashion and luxury business. She believes this helped her to refine her brand – although still specialising in swimwear, the focus changed to signature prints designed by artists and illustrators in Cape Town.

This story is from the December 2017 edition of Marie Claire South Africa.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the December 2017 edition of Marie Claire South Africa.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM MARIE CLAIRE SOUTH AFRICAView All
These Women Are Not Real
Marie Claire South Africa

These Women Are Not Real

These women have millions of Instagram followers, front-row seats at fashion week and the latest designer clothes … but they’re not real. This new social-media trend is the most futuristic yet: computer-generated avatars that look, talk and behave like real people. But, asks HANNAH-ROSE YEE, is this really the future of the influencer industry?

time-read
8 mins  |
December 2018
One Moment In Time
Marie Claire South Africa

One Moment In Time

In February this year, para-athlete and journalist Palesa ‘Deejay’ Manaleng won gold in the women’s H3 hand-cycle event at the 2018 SA National Road and Para-Cycling Championships in Outdshoorn, Western Cape. Four years earlier, she had lost the use of her legs in a terrible cycling accident. Here, she shares that terrifying experience and her personal story of recovery

time-read
10+ mins  |
December 2018
Never Had Sex But Trying For A Baby
Marie Claire South Africa

Never Had Sex But Trying For A Baby

For this 40-something-year-old, becoming a mother is high up on her priority list. And the fact that she’s a virgin, is not going to stop her from reaching her goal

time-read
4 mins  |
December 2018
Living In A Man's World
Marie Claire South Africa

Living In A Man's World

What really happens in the secret world of men? We asked four men who were born female to share their unique perspective on what it’s like to be parachuted into the opposite gender

time-read
10 mins  |
December 2018
Get In The Mood
Marie Claire South Africa

Get In The Mood

You’re ready to ring in 2019, but that dreaded dress code has you in a panic. There’s no need to stress. Tarryn Oppel thinks you may already have a winning piece in your wardrobe. You just don’t know it yet...

time-read
3 mins  |
December 2018
A Charmed Life
Marie Claire South Africa

A Charmed Life

Jewellery designer Ambra Gambale ’s handcrafted work has a curious undercurrent of magic realism, with a strong emphasis on bespoke pieces

time-read
2 mins  |
September 2018
Chelsea Lately
Marie Claire South Africa

Chelsea Lately

Former first daughter Chelsea Clinton talks privilege, female leadership, dealing with critics – and how Trump ‘degrades what it means to be an American’

time-read
10 mins  |
September 2018
Delivering Excellence
Marie Claire South Africa

Delivering Excellence

NOMZAMO MBATHA chats to Afika Jadezweni about her red-carpet style, why women need to support one another, and how she’ll never forget where she comes from

time-read
4 mins  |
September 2018
Soul To Soul
Marie Claire South Africa

Soul To Soul

If There Were Ever a Visual Representation of the Expression ‘wearing Your Heart on Your Sleeve’, Lukhanyo Mdingi’s ‘soulful Ii’ Collection Would Be It, as Afika Jadezweni Finds Out

time-read
4 mins  |
September 2018
It's Kim's World
Marie Claire South Africa

It's Kim's World

…We Just Live In It. How An Underestimated La Socialite Became One Of The Most Powerful Women Of The 21st Century

time-read
4 mins  |
September 2018