By Far’s blockbuster success story has humble origins, according to Valentina Ignatova. “We had no background in fashion, to be honest,” Ignatova says of herself, her sister, Sabina Gyosheva, and their sister-in-law, Denitsa Bumbarova, who cofounded the Bulgaria-based brand eight years ago. “We were just passionate about fashion, and it was more about building something for us where we thought there was a gap in the market.” But there is more to the near-immediate traction experienced by the brand—which is an acronym for all three women’s sons (Filip, Alex, and Roman)—and which ignited Instagram with the novel idea of contemporary and mid-height block-heel sandals at affordable prices. “There was nothing in the middle,” Ignatova explains, noting that this kind of shoe—if it existed at all—was either very expensive or very cheap. When the trio launched bags a few years later—mini baguettes that hug close under the arm—it was much of the same instantaneous adoration. What was a hard sell to traditional buyers unfamiliar with the non-traditional silhouette, was a no-brainer to Bella Hadid, Hailey Bieber, Kendall Jenner, and their stylists. It’s an enviable track record that one imagines will extend to the brand’s next launch: a fragrance collection called By Far Daydreams, which arrives today with seven different buildable scents.
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