Bee Diamondhead is a Creative Director and costume designer and her name is synonymous with fashion and style. She lives a fast-paced life moving between sets, shoots and strategy meetings. For BIRKENSTOCK's latest campaign, Bee serves as one of four protaganists. The campaign, Come Back To You, is a storytelling journey rooted in personal style and the grounding beauty of being at ease with oneself. As we continue to celebrate Women's month we chat with Bee about her journey in fashion and what comfort means to her.
Describe your personal style?
Bold, eclectic, and unapologetically authentic. Mixing traditional African influences with contemporary streetwear and avant-garde elements, reflecting my layered identity and creative spirit.
What does “conscious comfort” mean to you?
When I was younger the mission was to be cool, to stand out, and that led me to an erratic place. I didn’t know who I was. As I have grown older and more confident, I have invested in local fashion. The materials are sustainable, designs are unique, and I can ground myself in knowing and feeling that I am supporting sustainable businesses. I am conscious of what I wear and where I am spending my money.
How do you maintain your sense of ease and intention without compromising your edge?
I’m not trying to be cool. I am just trying to be chic and comfortable. Being comfortable and being stylish is being routed in yourself. Not doing it for other people. I love, love, love fashion and I love putting things together, but I will not compromise on my comfort. Style and ease aren’t opposites, they feed each other. When something feels good, I wear it better. BIRKENSTOCK do exactly that: they give you presence without the pressure.
What does “Come Back To You” mean to you?
In a world filled with so much noise, constantly being fed messages of how or who to be, it’s crucial to have moments to help you come back to yourself. It’s very difficult to come back to yourself if you’re not comfortable. Comfort is where ease is, and that’s needed to truly feel like oneself.
When do you feel most grounded?
I spend a lot of work time around different people and personalities. So, it’s important to spend time alone, so I can come back to me. I love a long, leisurely solo walk in the sun. Headphones in, playlist on - it’s my moving meditation. My safe space is my home studio - a place filled with mementos, books, and creative energy where I can experiment and just be.
Describe a recent moment when you chose comfort?
I chose to stay in, make a home-cooked meal and watch a movie rather than go out. Don’t get me wrong, there’s joy in being out and having fun with friends, but in that moment, I had been working non-stop and feeling over stimulated, so needed a moment for myself. Sometimes we just need a moment to step out of the spiral and gain a different perspective.
Defining milestones in your career path to date?
Embracing my identity fully and using fashion to challenge narratives. Also, moving to South Africa opened many doors and allowed me to collaborate on projects that gave my career a serious boost. A defining moment was feeling empowered enough to stand my ground and say no to projects I don’t feel are right for me.
What do you enjoy most about what you do?
My favourite part is the power of transformation, using clothes to tell stories, evoke emotions, and create new identities. I love collaborating with artists and creators to bring visions to life and disrupt conventional fashion narratives.
What drew you to fashion?
It has always been a form of self-expression and resistance for me. South African fashion excites me because it is bold, diverse, and deeply rooted in culture.
How does fashion empower?
By allowing people to claim their identities and challenge stereotypes. Style is a daily tool for self-expression, confidence, and creating presence, especially for those whose voices are often marginalised.
What achievements make you most proud?
The Bee Diamondhead Project. It’s the most personal, the most intentional, and the most liberating work I’ve done, because it’s not just about styling or creative direction, it’s about creating a language and a legacy. It allows me to collaborate with people I believe in, tell stories that matter, and shift the lens through which African creativity is seen.
Why is BIRKENSTOCK a fit for you?
The brand’s commitment to authenticity, comfort, and timeless design resonates deeply. I appreciate brands that value heritage and sustainability, which BIRKENSTOCK embodies. My Birks are my go-to shoes when I need to be on my feet but still want to stay true to my style. I have a pair of Bostons I wear every day. They’re versatile and fit my lifestyle perfectly.
What does it mean to be part of the Come Back To You campaign?
BIRKENSTOCK isn’t chasing trends; it’s built on substance. Being part of this campaign is affirmation that you can lead with authenticity and still shape culture.
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