BEACHCULT

BEACHCULT

Bohemian Luxe Swimwear and Apparel. Sustainably Created with Love in Cape Town.

ABOUT

Founder & Creative Director Joanna Hedley launched BeachCult in 2011 with a bold vision: to redefine South African resort wear through elevated design and local soul. After two years in boutique retail, she pursued an MBA in Fashion & Luxury Business in Paris and Shanghai, absorbing global artistry and precision that now shape BeachCult’s distinctive voice.

Upon returning to Cape Town, Hedley reimagined BeachCult as a luxury swimwear brand rooted in sustainability, authenticity, and South African creativity. Her collections feature exclusive, hand-illustrated prints by local artists and elegant silhouettes that evoke freedom and sophistication. As Creative Director and President, Hedley infuses each piece with the spirit of her travels and the beauty of everyday life – transforming inspiration into timeless design.

COMPANY INFOMRATION

LOCATION: BeahCult Swim Atelier, Shop F46 V&A Waterfront, Cape Town 8001

STORES SUPPLIED: The lot, WEME, Hannah Lavery, TigerLilly, Saint Siena, Erinvale Spa, JAMAA Nairobi

SHOP ONLINE: www.beachcult.co.za

LOOKBOOK SS25

Model walking down a runway wearing a colorful, flowy maxi dress with abstract patterns, large sunglasses, and gold jewelry.
Model walking down a runway in a colorful bikini, large straw hat, sunglasses, and beach accessories.
Model walking down a runway in a colorful, watercolor-style dress with a waist tie, accessorized with gold jewelry, sandals, and a large straw hat with manga fringe.
Young female model walking on runway in tropical-print maxi dress, yellow headscarf, and beach accessories.
Model walking down the runway in a sleeveless tropical print swimsuit, wearing sunglasses and gold jewelry.
Female model walking on runway wearing a green tropical print crop top, matching high-waisted pants, a wide-brimmed straw hat, and jewelry.
Model walking on runway in green and yellow patterned bikini and gold jewelry.
Model walking the runway in a long, flowing dress with a green and yellow tropical leaf and landscape pattern, wearing large hoop earrings and sandals.
A woman walking on a runway wearing a green and light green patterned flowing dress with a v-neck, short sleeves, and waist tie, accessorized with gold jewelry and earrings.
Model walking on runway wearing black and white patterned outfit with gold necklace and earrings.
A woman walking down a runway wearing a black and white striped halter dress with wide legs, accessorized with yellow earrings and bracelets.
Woman walking on a runway wearing a black swimsuit and a long, patterned cover-up with leaf designs, paired with sandals and jewelry.
Model walking on runway wearing a white lacy dress with fringe details, gold sandals, with jewelry including necklaces and earrings.
Model walking on runway wearing a sheer, iridescent, long-sleeve dress with abstract, colorful patterns, paired with gold earrings and sandals
Model walking on runway wearing colorful patterned outfit, large sunglasses, and jewelry.
Model walking on runway wearing a shiny silver, ruffled dress with high neck and ruffled cuffs, train draped behind her.
A female model walking on a runway in a beige, layered, sheer dress with ruffles, paired with high heels and large dangling earrings.
Model walking on runway wearing a shiny beige button-up shirt tied at waist, beaded shorts, gold sandals, and gold jewelry, with a light blue background.
Model walking on runway in sheer white lace dress with fringe details, accessorized with gold jewelry, and sporting natural Afro hairstyle.
Model walking on runway wearing a peach-colored tulle dress with a high slit, gold jewelry, and black strappy heels.

RUNWAY VIDEO SS25

LOOKBOOK SS24

Woman walking on runway wearing a long, off-shoulder, cream-colored lace dress with patterns and black high heels.
Model wearing a white ruffled dress, oversized straw hat with fringe, and straw shoes.
Model wearing a white ruffled crop top and a high slit white skirt with ruffles, standing against a plain background.
Model walking on runway in white lace dress holding a beige clutch, wearing beige high heels and large gold earrings.
Fashion model walking in a runway wearing a white bikini top, high-waisted tan silk pants with a tiger print, and a matching jacket, carrying a beige woven bag with tassels.
Model walking on runway wearing a gold patterned halter dress with black waist belt, yellow sandal heels, and carrying a straw handbag with fringes.
Model walking down runway in peach-colored, ruffled, sheer dress with high slit sleeves.
Woman in a yellow patterned sleeveless dress with black tie waist, holding a round straw bag with fringe, wearing beige sandals, standing against a plain background.
Model walking down runway wearing a large straw sun hat with tassels, olive green tropical print crop top and matching wide-leg pants with high slits, holding a woven handbag, ivory heels, against a plain background.
Model walking on runway wearing a green tropical print maxi dress with a plunging neckline, black waist tie, black high heels, large gold earrings, holding a striped bag, with a plain white background.
Woman walking in a tropical resort wearing a large straw hat, black bikini top with leopard print, wide-leg patterned pants, and holding a woven bag.
SAFW_SS24_Beachcult-12_SAFW.jpg
SAFW_SS24_Beachcult-13_SAFW.jpg
SAFW_SS24_Beachcult-14_SAFW.jpg
SAFW_SS24_Beachcult-15_SAFW.jpg

LOOKBOOK SS22

SAFWSS22_Beachcult-1.jpg
SAFWSS22_Beachcult-2.jpg
SAFWSS22_Beachcult-3.jpg
SAFWSS22_Beachcult-4.jpg
SAFWSS22_Beachcult-5.jpg
SAFWSS22_Beachcult-6.jpg
SAFWSS22_Beachcult-7.jpg
SAFWSS22_Beachcult-8.jpg
SAFWSS22_Beachcult-9.jpg

SS22 VIDEO

LOOKBOOK SS18

Beachcult_SS18-2.jpg
Beachcult_SS18-3.jpg
Beachcult_SS18-4.jpg
Beachcult_SS18-5.jpg
Beachcult_SS18-6.jpg
Beachcult_SS18-7.jpg
Beachcult_SS18-8.jpg
Beachcult_SS18-1.jpg
Beachcult_SS18-9.jpg
Beachcult_SS18-10.jpg

SS18 VIDEO