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The BY FAR SS26 campaign takes us back to that fleeting point in childhood when days felt endless, boredom was gentle, and hunger for life and freshly baked bread was a constant. A return to the sparks we carry with us into adulthood, it is brought to life by a creative collective whose shared vision shaped this world:

DIRECTOR/DOP: @janvrhovnik

CREATIVE DIRECTION: @marinalondon

TALENT: @dari_maximova_

EDIT: @_lucvrhovnik_

STYLIST: @lilia.toncheva.orourke

ASSISTANT STYLIST: @theserpentcircle

HAIR & MAKE-UP: @marinamladenova

MUSIC: @janbrzee

LOCATION: @anotherwaymira & @theimageroom

BY FAR SS26  CHAPTER 01

SOMEWHERE BETWEEN MEMORY AND A DAYDREAM

She arrived and didn't overthink it. Which, for her, was new.

The place felt familiar in that slightly suspicious way, like it already knew her habits. It didn't try to impress. That helped.

There was something sweet in the air. She couldn't place it and didn't try very hard to.

She opened the Mini Mini charm. The list was still there. Written before she left, when everything felt more urgent than it needed to.

First line: Memories.

Vague, but confident.

She left it like that.

Some things don't need clarity. They just need time.

And some things you bring with you before you even know why.

Grandma's Hands, Bill Withers

BY FAR SS26  CHAPTER 02

ONLY BORING PEOPLE ARE BORED

She realised, a bit late, that she'd been walking past things without seeing them. Not tragic. Just… typical. She picked something up. No plan. No follow-up. Just picked it up.

It counted.

The list got shorter. Not dramatically, but enough to feel like something was happening.

Later, she made coffee and spoke out loud to no one. It felt ridiculous for about two seconds, then completely normal.

Silence, it turns out, is fine when it's not awkward.

If something needs constant attention, it usually isn't that interesting.

Witchy Woman, Eagles

BY FAR SS26  CHAPTER 03

I AM A CUTE LITTLE SOLAR PANEL

At some point she stopped checking the time.

Nothing bad happened.

The day stretched out in a way that felt slightly unfamiliar, like she'd forgotten this was an option.

She stayed where she was. Didn't optimise it. Didn't improve it. Just stayed.

Something odd happened in the sky. She noticed it, decided it was real, and moved on.

The list got shorter again.

So did the need to manage everything.

Feeling good shouldn't require this much negotiation.

Samba Pa Ti, Santana

BY FAR SS26  CHAPTER 04

NOTHING IS PERFECT, BUT I KEEP TRYING

She came across something that made her pause. Not dramatically. Just enough to stop for a second longer than usual.

It reminded her of a version of herself that didn't think about how things looked. Only how they felt.

She didn't analyse it too much. That would've ruined it.

Later, something else clicked. A song, maybe. Or just timing.

For a moment, everything felt easy again. Not perfect. Just… unforced.

Not everything needs to be shared to count.

Big Log, Robert Plant

BY FAR SS26  CHAPTER 05

MY FAVOURITE PLACE BY FAR

By the end, things felt settled without her doing much about it. No big realisation. No neat conclusion. Just a sense that she’d landed somewhere.

The list was almost done. Not because she completed it, but because she stopped needing it. One thing left.

Memories. That one doesn’t get finished. It just builds.

She packed slowly. No rush, no drama.

Some things went with her without questions

The right ones always do.

It Ain't Over 'Til It's Over, Lenny Kravitz