How Far Can By Far Go?

By Far is not even a decade old, but it has a cult following similar to that of Ganni.

The brand has announced that it is releasing a ready-to-wear line and gave Vogue Business's Kati Chitrakorn the inside scoop!

The Bulgarian brand was designed by two sisters, Sabrina Gyosheva and Valentina Ignatove, alongside their friend and sister-in-law, Denitsa Bumbarova, in 2016. In its first five years, it yielded 300 retail partners worldwide and its own DTC e-commerce site. And in 2020 alone, it has doubled its employee base.

The founders believed in channeling its Bulgarian roots and European artisanship while championing the environment in everything they created. They sought out local artisanal techniques, which reminds me of Hermès, who believed in going abroad for production to go the same. This leads me to believe By Far had its eyes set on the luxury market from the get-go. The three founders of By Far also always responsibly sourced materials and kept its production routes short by keeping it in Europe. Through this, the founders created a following based on transparency, trust, embracing imperfections, and empowering its employees. Another bonus of these responsible choices is that they allow the brand to create quality products at a lower price; therefore, the bags can be sold at a lower price.

The designs drew inspiration from Rachel from Friends and the early 2000s. Its debut collection was released in 2016, right on the cusp of Gen Z embracing that style. The bags can be dressed up or down, and British Vogue's Susan Devaney deemed them "destined to become a modern classic."

When entering a new category, a label must consider its brand in every decision. By Far's brand? According to Chitrakorn, "the irresistible cool girl." Its debut RTW collection will bring with it the day-to-night and dress-it-up-or-down vibe that its accessories have. With tops spanning from rugby tops to satin shirts and bottoms ranging from denim to viscose shorts, the clothing "embodies a range of personalities and moods that the modern-day It-girl might have: chic, unpretentious, mischievous."

The RTW will also have the same pricing strategy as its bags, "The plan is to market to a high-fashion audience while keeping prices accessible, says Gyosheva… '"It's still very designer because of the attention to details and feels luxurious, but it's affordable.'"

I want to do something different here and discuss my PR ideas for both the By Far company with its RTW collection but also for the celebrities who have grown to love and wear its handbags. As for By Far, entering a new category is always a risk. However, I believe they have created a great foundation of trust with their following. Gyosheva told Chitrakorn that they opted not to do a fashion show because it would feel a bit forced; instead, they have to reveal their story through its content and celebrate their vision. I think a great way to do this is a launch party. Unoriginal, I know, but they work! If I were on By Far's PR team, I would gift or loan pieces from the RTW and perhaps a bag to celebrities in the likes of Kiai Gerber, Hailey Bieber, Priyanka Chopra, Bella, and Gigi Hadid, and Kylie and Kendall Jenner - all of whom have been seen wearing the label in the past. And invite them to wear it to the launch party. While this is a global brand and headquartered in London, Los Angeles may be the best way to get the cool girls of style in one room. Depending on the budget, perhaps they fly out some European-based influencers and celebrities.

And as for celebrities, I believe style icons like Hailey Bieber and Kendall Jenner wearing the brand is a brilliant move. These celebrities can afford to have a different Birkin for every day of the week, but they choose to be seen in more affordable bags, too. I discussed this a bit in my post about Meghan Markle; when celebrities wear clothes that are affordable and easily accessible by all, it builds a connection between the consumer and the celebrity. As Emily Cooper in Emily in Paris once said, sometimes the closest a layperson can get to being a rich celebrity in their fancy couture is to buy a clip-on bag charm from an outlet. It makes the fans feel they have something in common with the celebrity.