Celebrity-loved brand By Far finds success in region amid pandemic

By Far is a celebrity-loved brand of shoes and handbags from Bulgaria. (Supplied)
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Updated 13 July 2020

Celebrity-loved brand By Far finds success in region amid pandemic

  • Bulgaria-based accessories label By Far has managed to remain unscathed from the ongoing pandemic
  • The accessories label has seen a surge in sales in the Middle East amid the health crisis

DUBAI: To say that the fashion industry has been negatively impacted by the coronavirus disease would be an understatement. But one brand that has managed to remain unscathed from the ongoing pandemic is Bulgaria-based accessories label By Far.

The A-list beloved brand, founded by twin sisters Sabina Gyosheva and Valentina Bezuhanova, alongside their best friend Denitsa Bumbarova in 2016, notes that it has actually seen a dramatic increase in sales in the Middle East during the crisis, exceeding pre-pandemic figures — in spite of all of the regulations put in place to slow the spread of the disease.

“Middle Eastern countries took harsh measures to control the outbreak, but it didn’t seem to weaken discretionary spending,” said the brand to Arab News, citing a massive rise in sales during April and May — the peak of the pandemic.




By Far was founded in 2016 by twin sisters Sabina Gyosheva and Valentina Bezuhanova, alongside their best friend Denitsa Bumbarova. Supplied

The brand credits the Muslim holidays of Ramadan and Eid for contributing to sales, revealing that the label’s “Tanya” shoes, as well as its “Mini” and “Miranda” bags, proved to be the best-sellers among their Arab clientele.

According to By Far, they witnessed a 400 percent increase in sales coming from the UAE and a whopping 800 percent increase in sales in Saudi Arabia and Qatar. The figures are impressive, considering that retail sales plummeted worldwide, leading to closures of many fashion brands who failed to meet their targets.




The globally-recognized brand has been picked up by influential retailers like Ounass, Net-a-Porter, MyTheresa and Moda Operandi. Supplied

The reason for the success, its founders believe, is that the brand has never relied on physical spaces. Buying activity has largely moved online due to retail spaces closing, and By Far has always been a digital brand with a massive online community.

The globally-recognized brand is sold in influential retailers like Ounass, Net-a-Porter, MyTheresa and Moda Operandi in addition to its own e-commerce platform. Additionally, its Instagram account boasts a following of 371,000 users.

“In times like these, when we needed to support each other and stay connected more than ever, we really relied on our digital skills,”By Far told Arab News. “The situation definitely gave us a new perspective and we had the time to re-evaluate and re-structure some of our processes so that we can improve for the future.”




The Bulgaria-based accessories brand is extremely affordable and sustainable. Supplied

By Far even showcased its most recent Cruise 2020/2021 collection of shoes and bags via a virtual showroom. “We strongly believe that digital is a huge part of the future of fashion, and it is something that we will surely continue to develop,” the brand revealed.

At a time when sustainability and financial restraints are at the forefront of people’s minds, it also helps that By Far is extremely affordable and sustainable as far as luxury fashion goes. Every pair of shoes is priced between $200 and $600, and is created out of dead-stock fabrics (which helps keep the prices low) gathered from Italian factories.

“Sustainability has always been one of our top priorities in By Far. It has never been a question of whether we should do it or not. We have always tried to integrate sustainable practices as much as possible,” it said.




The brand has found fans in everyone from Kendall Jenner and Gigi Hadid to Beyonce and Selena Gomez. Supplied

The new collection includes playful pieces with colors custom-made in Tuscany. “We really had a very precise idea of what we want —cool lagoon blues, pomodoro red, grass green in combination with latte, khaki and matcha green hues to evoke calmness and a lightness of touch,” they explained. “We wanted to bring the collective spirit of optimism, joy and liberation with a euphoric palette.”

Chances are, you’ve already seen the chic new pieces on your favorite blogger or celebrity on Instagram. The brand’s designs have been sported by everyone from model Gigi Hadid to superstar Beyonce. As for who they would love to see wearing their creations next? “It would be a dream to see Queen Rania  (of Jordan) in By Far,” said the trio.

Perhaps she is one of the “fabulous Arab women” who inspired the brand’s forthcoming new collection, which is being specifically designed for this region.


Lebanese it girls Nathalie Fanj and Nour Arida join protests in Beirut

Updated 09 August 2020

Lebanese it girls Nathalie Fanj and Nour Arida join protests in Beirut

DUBAI: On Saturday, thousands took to the streets of Beirut’s Martyrs’ Square in anger to protest against Lebanon’s leaders following the devastating, mushroom-shaped explosion on Aug. 4 that killed over 150, wounded thousands, and left hundreds of thousands homeless. 

Among the protestors was Lebanese fashion blogger and fashion week Dior Beauty ambassador Nathalie Fanj, who documented the demonstrations, which took place not far from the blast site, on her Instagram Stories.

Fanj, who earlier this week wrote she was “devastated” and “scared for her kids” following the deadly blast, posted clips of protesters holding up the Lebanese flag and carrying signs demanding an international investigation against the government that seemingly allowed a stockpile of explosive material to sit unattended at their port for more than six years, only to explode on Tuesday with such power that it was felt more than 120 miles away in Cyprus.

Nathalie Fanj joined protests in Beirut’s Martyrs’ Square on Saturday. (Instagram)

Fanj also reported to her 855,000 Instagram followers that the authorities were allegedly firing at the protesters.

“We were not armed, protesting peacefully and they shot at us and it wasn’t rubber bullets!” she alleged in her Stories. “They were firing at us! As if we’re the corrupt ones stealing and killing!”

Among the protestors demanding justice for the lives lost due to government negligence was model and actress Nour Arida. The model also shared pictures and clips from the demonstrations on her Instagram Stories.

“Today we were in the streets to get back this little angel’s rights,” wrote Arida on Instagram alongside a series of images of the protests and a photo of Alexandra, the 3-year-old girl, who passed away during the blast.

Lebanese model Nour Arida was also among the demonstrators demanding change. (Instagram)

Dubai-based fashion influencer Karen Wazen reposted one of Arida’s images of the demonstrators in Beirut and captioned it: “Every expat is there today in spirit. We want our Lebanon back.” 

Lebanese fine jewelry designer, Ralph Masri, whose pieces are beloved by Celine Dion, also shared footage of protestors gathered in Martyrs’ Square on his social media platform. The designer, whose atelier was destroyed during the blast, wrote there was “no going back.”

A number of public figures are showing solidarity for the Lebanese people. Amal and George Clooney recently donated $100,000 to Lebanese charities, while British hitmaker Dua Lipa urged her 50.1 million Instagram followers to help by donating blood.