Crafting a legacy of South African creativity, Bee Diamondhead’s pursuit of impactful image creation is unmatched, paving the way for emerging young black creators everywhere.
When it comes to breaking the mould, one name stands out like a gemstone glistening under the African sun: Bee Diamondhead. With undeniable artistic flair and an unwavering commitment to pushing boundaries, the creative director and fashion fundi has carved a unique path, shining her dazzling light upon our ever-growing creative landscape.
From astounding visual interpretations to hypnotising performances, Bee’s multidisciplinary artistry has fascinated audiences on a global scale. Having her right here in my presence is even more of a ‘wow’ moment compared to reading about her or seeing her work.
Entering the studio, my ‘boss babe’ radar immediately went beserk as she walked across the floor with conviction. Draped in all black and pure confidence, it’s clear that Bee is a woman who knows a thing or two about style – it’s not about the fashion you wear, but how you live your life in it.
Purpose, unlocked
“Fashion kind of found me. It’s not something that I always dreamed I’d do,” she reveals. “Although, in retrospect, there were signs… I always loved clothes growing up but never saw it as ‘a job’.” Fast-forward to her young-adult years, where Bee studied at the Vega School in Creative Brand Communications, specialising in art direction.
“After graduating, I moved to London where I studied styling at the London College of Fashion. While at varsity I interned for a stylist and never looked back,” she says. “That’s where the real education is, in the practise of your craft.”
She was hooked, leading to her doing styling and creative directing for renowned magazines such as Dazed & Confused and Vanity Fair, advertising agencies and video content producers across the world. She also has a stint as fashion editor at Marie Claire under her belt.
Bee’s worked on multiple award-winning campaigns for brands such as Meta and Skate Ghana, and she’s just completed work on three short films for Adidas. In previous years, she’d also created beautiful artwork for celebrity friends such as Nasty C and the late Riky Rick.
“When it stops being fun, it kills the energy and creativity”
An artist apart
Discussing her creative process, Bee asserts that no journey or project is ever the same, and neither is the thought process. “It really depends on the project, but I like to do a lot of research and truly get to know the world and the characters I’m building, and have fun. When it stops being fun, it [the process] kills the energy and creativity,” she explains.
“I’ve always made sure I have freedom in my career, that I’m steering the ship. I don’t just go where I’m told. I like to think I’m moulding my career into one of integrity, one I can be proud of, and work on projects that have some meaning and bring joy to me.”
On set with the ClubX team, she showed initiative and was hands-on, going through the racks of garments and thinking of ways to make herself look distinctive (this was not your average cover shoot). She knows what she wants and how to make it happen.
It’s fascinating and enlightening to watch as she ponders the significance and intention of different textures, colours and silhouettes. Bee believes that what gives her an edge comes down to her upbringing.
“Moving around a lot, and having grown up in such vastly different places, gives you a very unique point of view and an understanding of people,” she says. “When you create for people, it’s good to know them, like them and understand them.”
Creating new avenues
A storyteller at heart, Bee can’t help but gush about our country’s fashion scene. “I love how well South African designers are doing! I see everyone’s growth and its really beautiful to see,” she enthuses.
“However, I hate that there’s not much support and funding for the creative arts as a whole. We’re so talented and work so hard. We deserve better.” Using her experience and platform as a springboard for change, Bee is vocal about helping young, black talent get the recognition and support they deserve.
“I really want to leave behind a healthier, better industry than the one I came into”
A brilliant (and unquestionable) choice as curator, last year she put together the Standard Bank Gallery’s ‘We Are Culture’ exhibition, which featured the work of 13 young creatives. For Bee, creating opportunities such as this plays a critical role in uplifting and empowering young people who have their own story to tell.
“I myself am a young, black talent,” she says. “I’ve been at this, and struggling, for a long time. It shouldn’t be this hard, and if there’s anything I can do to make it easier, I will. In terms of my legacy, I really want to leave behind a healthier, better industry than the one I came into… Being black, and African, holds so much weight. I’m really proud of us and how far we’ve come.”
Pursuit of happiness
Beyond her career, Bee is someone who advocates for self-acceptance, personal well-being and making time to do what truly brings you joy. In fact, she reveals that right now she’s working on a personal passion project.
“I’ve always created for clients, and I’ve never seen my work as ‘art’, but now I’m taking my time and creating work for me, for what feels like the first time in my life. I’m excited to create freely with no thought of how much money it will make or if people will like it,” she says. “I really don’t care.”
As we wrap up, Bee encourages us to get more in tune with our inner selves and learn to be completely secure in who we are. “Know yourself and love yourself hard. Don’t let anyone or the world tell you otherwise – they’re delusional. You’re so special, even on your worst day there’s no one like you. Always try to remember that.”
Get to know BEE…
DOB:
7 January 1985
Star Sign:
Capricorn
Birthplace:
Bulawayo, Zimbabwe
Current Location:
Johannesburg, South Africa
Rapid-Fire Q&A
Biggest Pet Peeve:
Lateness
Creative Icon:
Fashion designer Jonathan (JW) Anderson.
Fashion Staple:
All black.
You in One Word:
Presidential.
Quote You Live By:
“Be yourself.”
Trend you wish wasn’t:
Skinny jeans. When will they die?
Keep up with BEE
Instagram: @bee_diamondhead
TikTok: bee_diamondhead
Words By: Charndré Emma Kippie
Photographer: Zhann Solomons
