Juanita Richards
'She Surfs', 2024

Just ten minutes from central Kingston, Surf Girls Jamaica, led by Imani Wilmot, offers a peaceful escape where young women connect with the ocean and each other. Imani’s mission goes beyond teaching surfing — she empowers girls to see themselves in the global surf industry, helping them build skills, confidence, and a sense of belonging. When I visited, what began as a stranger’s encounter quickly became a deep sense of sisterhood, showing me that this community offers much more than surfing — it’s a sanctuary for empowerment and lasting peace.

As an artist, Juanita Richards loves stories. As a human, she loves living out her own. With a little nudging and the right kind of energy, she believes that everyone has a story to tell and a self to express.

That curiosity and enjoyment of the human experience are the backbone of her intuitive,
personal approach to directing and photography. Her lively sets and intimate shooting style are her trademarks. They bring out the best in her subjects, showcase their emotion, and give her work a palpable sense of soul.

Juanita’s love of and knack for casting is inspired by her culturally rich upbringing and the wide pool of talent she meets by working around the world. Unfazed by trends, she has a keen eye for unique but timeless looks, which brings a current, fresh perspective to all of her work.

Conceptualised spaces and authentic environments are key to how she builds the worlds that feel most individual, special, and true to her subjects and their stories.

Selected clients include Ahluwalia, Arc’teryx, Blanc, Chanel, Dazed, Flannels, Avery Nichols, Highsnobiety, NATAAL, Loro Piana, Polydor Music, Selfridges, Sony, Tommy Hilfiger, Vogue Portugal, Pucci, Wonderland Magazine.