Bulgarian luxury brand BY FAR signs Kendall Jenner as first celebrity face for label's ad campaign

Holland & Knight advises on deal and related music licensing

Kendall Jenner

Holland & Knight advised Bulgarian luxury accessories brand BY FAR in negotiating and finalising an agreement establishing celebrity model Kendall Jenner as the face of its new ad campaign.

The firm also secured several music licenses for its new BY FAR Daydream fragrance collection, including for the use of Mariah Carey's 1995 song Fantasy. The song is featured on a short film featuring Jenner, directed by photographer and director Charlotte Wales.

Miami-based partner Danielle Garno led the team and was assisted by associate Lisa Kpor in Holland & Knight's Chicago office.

According to Garno, the deal involved navigating tight production deadlines and working across six international time zones including London, Los Angeles, Bulgaria and Paris.

Sisters Valentina Ignatova, Sabina Gyosheva and Denitsa Bumbarova established BY FAR in 2016. Their Daydream collection includes seven fragrances and a custom refillable charm that doubles as an accessory. Handmade in Grasse in the South of France, the fragrance oil in the collection is created by three noted perfumers: Fanny Bal, Jean-Cristophe Hérault and Caroline Dumur.

CEO Gyosheva said having a celebrity as the face of its brand for a global campaign was a first for the company.

“The legal team’s deep knowledge of our industry and extensive experience working with talent and production gave us tremendous comfort and confidence in the process and we are thrilled with the result,” Gyosheva said. “We will continue to rely on Danielle and her team as our go-to legal counsel as our company continues to grow.”


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