JOANNE SALT
Chief Creative Officer and Chief Designer in Tulum
JOANNE SALT
Chief Creative Officer and Chief Designer in Tulum
Joanne Salt
Chief Creative Officer & Chief Designer | JOSA tulum
Professional Bio
Joanne Salt is a New York origin fashion designer, creative entrepreneur, and former fashion photography industry insider who transformed a personal lifestyle shift into one of Tulum’s most recognizable resort wear brands. As founder and chief designer of JOSA Tulum, Joanne with her business partner and fashion tech senior executive, Chairman & CEO Kevin Reddy, built a globally recognized slow-fashion label known for effortless elegance, versatile flowy silhouettes, and a signature “day into evening” and “beach to city” philosophy.
After leaving New York’s high-pressure photography world in 2009, Joanne relocated to Tulum, Mexico, seeking a more intentional life while raising her newborn son. Inspired by vintage caftans, Caribbean minimalism, and the sophisticated energy of New York fashion culture, she launched JOSA Tulum and now growing alongside experienced fashion tech business executive, Chairman & CEO Kevin Reddy. The brand quickly gained traction among international jetsetters, stylish travelers, boutique hotels and luxury resorts, versatile stylists, and fashion-forward women seeking luxurious yet wearable feel good resort fashion.
Today, JOSA Tulum is recognized for its wrinkle-free, travel-ready dresses and elevated bohemian aesthetic. The collections are designed in Tulum, produced in Mexico, and distributed through boutique hotels, luxury retailers, and online channels internationally. Joanne’s work has been featured by major fashion, travel, and lifestyle publications including Condé Nast Traveler, FASHION Magazine, Culture Trip, and InMexico. (Condé Nast Traveler)
Joanne’s design philosophy centers around timeless femininity, inclusivity, and travel-inspired sophistication. Her collections are intentionally adaptable across body types and occasions, blending resort ease with cosmopolitan glamour. The brand’s commitment to slow fashion, made-to-order production, and Mexican craftsmanship has positioned JOSA as both a lifestyle label and a cultural expression of modern Tulum.
Selected Achievements
Featured by Global Fashion & Travel Media
JOSA Tulum and Joanne Salt have been profiled and featured by:
Culture Trip Guide to Tulum Fashion
Retail & Hospitality Partnerships
JOSA collections have been featured in boutique hotels and luxury hospitality destinations across Tulum and Mexico, including collaborations and retail presence with hotels and lifestyle destinations such as:
Amansala | Tago Tulum | Taboo Tulum
The brand has also expanded into luxury boutiques across destinations including Los Cabos, San Miguel de Allende, Punta Mita, Cancun, and Acapulco. (Josa Tulum)
Recognized as a Tulum Fashion Pioneer
Several publications credit Joanne Salt and JOSA Tulum with helping shape Tulum’s now globally recognized “boho luxury” fashion aesthetic — blending barefoot beach culture with sophisticated urban style. (InMexico)
Media & Press Links
Fashion Designer Joanne Salt of JOSA Tulum — InMexico
JOSA Tulum: The Perfect Merge Between Tulum and NYC
Condé Nast Traveler — Josa Boutique Profile