According to Valentina Ignatova, the success story of the blockbuster By Far has humble origins. “Honestly, we don’t have a background in fashion,” says Ignatova of herself, her sister Sabina Gyosheva and their sister-in-law, Denitsa Bumbarova, who co-founded the Bulgaria-based brand. 8 years ago. “We’re just passionate about fashion, and it’s about building something for us that we think there’s a gap in the market.”
But there’s so much more to the near-instant traction the brand has experienced — an acronym for all three sons of women (Filip, Alex, and Roman) — and this has ignited Instagram. with the novel idea of modern block and medium height -affordable footwear. “There is nothing in between,” Ignatova explains, noting that the shoe – if it exists – is either very expensive or very cheap. When the trio launched bags a few years later—small baguettes that fit snugly under the arm—it felt like an instant cult. What’s hard to sell for traditional buyers unfamiliar with non-traditional silhouettes is unquestionable for Bella Hadid, Hailey Bieber, Kendall Jenner and their stylists. It’s an enviable achievement that one imagines will last until the brand’s next launch: a fragrance collection called By Far Daydreams, launching today with seven other buildable scents together.