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

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

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.


Highlights from this year’s Egypt International Art Fair

Highlights from this year’s Egypt International Art Fair
Updated 15 January 2021

Highlights from this year’s Egypt International Art Fair

Highlights from this year’s Egypt International Art Fair
  • Works from 100+ artists from the MENA region will be on show in Cairo from Feb. 12-14

ESRAA ZIDAN

‘Untitled’

This 2020 painting is typical of Zidan’s exuberant, colorful and loving portrayal of the female form (her Master’s degree was on “Human Anatomy for Artists”). The 30-year-old Egyptian artist began depicting plus-size women as a response to the “unrealistic beauty standards” of Instagram, she once told Cairo West magazine. “The most important point is that I portrayed them feeling happy and satisfied. I want every woman to feel accepted and confident about how she looks.” In another interview, with Executive Woman magazine, she said: “We aren’t supposed to look alike. Everyone is different, and every woman is enough the way she is.”

WAEL DARWISH

‘Untitled’

The Cairene multidisciplinary artist has described himself as “much concerned with the changing perceptions and the state of continual metamorphosis that Egypt, as an African, Arab, and Middle Eastern country that was colonized and liberated, has witnessed in the last three decades.” In his paintings, such as this one, he is “obsessed by human movement and the quest for freedom,” and uses bold colors and impressionist techniques to imply that movement.

HAKIM ALAKEL

‘Untitled’

The 55-year-old artist is one of the most significant figures in Yemen’s art scene and his paintings have sold around the world — particularly to fans of Art Nouveau work. His art is inspired by city life in Yemen before the civil war, depicting simple, colorful urban scenes often featuring female residents. “These cities, and their inhabitants, form a primary reference for my work… the clothing, the weather, the nature and the environment,” Alakel is quoted as saying on synkroniciti.com. “You’ll find that Yemeni women actually form the main inspiration for my work. They are unique in their style, their vision, their dress… and there is also a certain kind of silence in their faces. I see these women as symbols of the larger environment in which they live.”

WALID EL-MASRI

‘Peacock’ (series since 2018)

El-Masri is a Lebanese artist who was born in Syria and now lives and works in Paris. According to Ayyam Gallery, his practice “revolves around the repeated examination of a single material subject as he explores variations in depth and space through abstracted compositions. … Like Morandi's vases or Cezanne's apples, El-Masri's depictions are less about the objects themselves and more about the possibility of transformation that is derived from paying close attention to the object over time.” El-Masri explained this practice to the Attasi Foundation. “Every time you repeat a shape, you perceive it in a different way,” he said.

“The Peacock” is a series he has been working on for the past few years, reportedly intended as an homage to his father, who was kidnapped in Syria, after which El-Masri stopped painting for some time. When he started again in 2018, the peacock was the first thing he painted, and he has since completed several works on the same theme.

SALAH EL-MUR

‘Untitled’

Sudanese multidisciplinary artist Salah El-Mur is based in Cairo, but spent many years traveling throughout East Africa and the Middle East. This, according to a statement from the organizers of the Egypt International Art Fair, “has given him a rich and diverse background, while still maintaining a distinctive and peculiar Sudanese identity, to the extent of becoming a (flag bearer for) Sudanese art.” His vivid and colorful paintings of street life “do not (portray) significant events or actions, but characters — each with a concealed story of their own.”

MOHANNAD ORABI

‘Waiting’

This painting comes from the UAE-based Syrian artist’s “Family Portrait” series. His expressionist-style works, according to the fair’s organizers, is based on “the inherent psychology of portraiture in compositions that depict a revolving cast of characters” and was “initially inspired by the confessional elements and sense of freedom in children’s drawings.” But the inspiration for this series came from childhood visits with his family to photographers’ studios. “These psychological portraits capture the fatigue and uncertainty experienced by millions,” Maymanah Farhat, director of art at Ayyam Gallery, told Time Out last year. “They remind viewers that the future of countries such as Syria now rests in the hands of displaced youth; children shaped by the trauma of war.”

AHMED ABDELWAHAB

‘Egyptian Girl’

Abdelwahab is one of Egypt’s most-respected contemporary sculptors. His work is something of an homage to Ancient Egyptian civilization and visual references, and he often uses traditional techniques and materials to create his sculptures. But while he celebrates his country’s heritage, his style is modern — even incorporating Western influences no doubt inspired by his time studying in Europe in the 1950s and 1960s. Indeed, he earned a three-year scholarship in the Rome atelier of the acclaimed Italian sculptor Emilio Greco in the late Sixties.