By Far Launches a Buildable Perfume Library That Doubles as the Perfect Accessory

We'd expect nothing less from bellahadid and KendallJenner's favorite bag brand.

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 —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. She points out that this kind of shoe, if it existed at all, was either very expensive or very cheap.

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