Bulgaria’s Best New Footwear Brand Is Powered by Instagram

It only launched three months ago, but Bulgarian footwear label By FAR has already found favor with social influencers such as Camille Charriere (snapped in the white Scandi strap mules over Paris Fashion Week) and with Vogue and InStyle editors on both sides of the Atlantic.



They owe much of their success to the power of Instagram, says Valentina Bezuhanova, co-founder of the brand along with twin sister Sabina Gyosheva and longtime friend Denitsa Bumbarova. Instagram is where the brand has been able to gain traction with the international style set.

“We wanted to create shoes we wanted to wear,” Bezuhanova said, citing an aesthetic that is very clean and approachable. “Our shoes enhance your style instead of overpowering you.”

By FAR Scandi mules
By FAR Scandi mules
CREDIT: Courtesy of brand.

Enter those street-style staple Scandi mules and the lace-up Valentina mules. Fashioned in sumptuous Italian suedes, a soft palette of nudes, putties and navies is injected with shots of metallics, plus pale blues and corals inspired by the colors of David Hockney’s 1960s pool paintings.

By FAR Valentina mule with detachable strap
By FAR Valentina mule with detachable strap
CREDIT: Courtesy of brand.

The trio is much influenced by a passion for jewelry. Look closely at the Valentina mules, and you’ll see that the lacing is detachable and secured on the sole via a gold ring inspired by a wedding band. Similarly, the ankle strap on their Lady of the Night sandals took its cue from a choker spotted in an old photograph of Lauren Hutton.

By FAR Lady of The Night sandals
By FAR Lady of the Night sandals
CREDIT: Courtesy of brand.

In keeping with the globe-trotting Instagram generation that makes up its fan base, By FAR favors a season-less approach. “Our customers might be based between Europe and Los Angeles but holiday in Sydney,” says Bezuhanova. “We’re all about the energy of the modern woman — adding further styles to the line rather dividing it up.”

Taylor Swift has just taken delivery of three pairs of sandals, so keep a look out for their appearance on all the requisite feeds.

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