By Far unveils buildable fragrance library that doubles as the perfect accessory

By Far’s blockbuster success story From humble beginnings, According to Valentina Ignatova. “Honestly, we don’t have a background in fashion,” Ignatova said of herself, her sister Sabina Gyosheva and their sister-in-law Denitsa Bumbarova, who co-founded the Bulgarian label eight years ago. “We’re just passionate about fashion, it’s more about building something for us that we think there’s a gap in the market.” But there’s more to the near-instant appeal that the brand has experienced, which is all three female sons (Philip , Alex and Roman) — which ignited Instagram at contemporary prices with a fresh take on contemporary mid-heel sandals. “There’s nothing in between,” Ignatova explained, noting that such shoes, if they existed, were either very expensive or very cheap. Years later, when the trio launched their bags—mini baguettes cuddled under their arms—it was almost the same instant adoration. For traditional buyers unfamiliar with unconventional silhouettes, it’s hard to sell, and for Bella Hadid, Hailey Bieber, Kendall Jenner and their stylists, it’s a no-brainer. It’s an enviable release record, and one imagines it might extend to the brand’s next release: a fragrance line called By Far Daydreams, which arrives today in seven different buildable scents.

Ignatova’s modesty belies the innovation she and her partners bring to their creative process, of course, in their latest category expansion There is no shortage. Every scent arrives in a recyclable way ml glass bottle that can be refilled when inverted and rotated ml travel bottle that doubles as a wearable charm Available in six colourful shades with gold or silver details; a carabiner or belt clip to your bag, jeans or anywhere else you might want to brandish accessories.

provided by afar