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.
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.
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.
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.
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.