Beach Cult is a Cape Town based swimwear label and is described by brand founder and creative director, Joanna Hedley as a ‘Bohemian luxe swimwear”. Joanna ‘Jojo’ Hadley got herself tied-up in a bit of a fashion oxymoron by juxtaposing yet harmonizing opposites; the ocean and the desert. Her resort collection of 10 looks for spring summer 18-19, were inspired by the eroded yet buoyant and forever Instagrammable Karoo landscape. Hedley said that the collection “is very much, sort of an ocean-desert collection”. Although she only showcased 10 looks at SA Fashion Week she said that there are more looks that will be revealed throughout the year on her Instagram page and magazine editorials.
For the exclusive bespoke prints used in her SS18 collection, Hedley collaborated with Nastasha Minyon Sale, an illustrator and textile designer. The prominent yellow print in the collection called Mystic Karoo is all about “the night skies and the mysticism around the Karoo and the desert” said Hedley. Another noticeable pattern and print in the collection was the banana leaf to which Hedley stated that “the banana leaf was about all those old banana leaves you see in old dusty Karoo towns”. The collection was like a reminisces of a road trip through the Western Cape Karoo towns and ending up in Swakopmund Namibia, where the sea and the desert is separated by the B2 National Highway. Bliss yet fleeting. Watch video HERE