Press Release
September 15, 2022

Holland & Knight Attorneys Help Luxury Brand BY FAR Debut International 'BY FAR DAYDREAM' Fragrance Collection Ad Campaign Featuring Kendall Jenner

MIAMI & LOS ANGELES (September 15, 2022) – Holland & Knight Partner Danielle Garno assisted Bulgarian luxury accessories brand BY FAR in negotiating and finalizing an agreement establishing celebrity model Kendall Jenner as the face of its new ad campaign and securing several music licenses for its new "BY FAR DAYDREAM" fragrance collection hitting store shelves today. The campaign, titled "DAYDREAM" and debuting Sept. 15, 2022, includes a short film directed by photographer and director Charlotte Wales. The fragrance collection is marketed and sold by select online and brick-and-mortar retailers worldwide, including FWRD, Selfridges and LUISAVIAROMA, and at the company's flagship U.S. store in Los Angeles.

Ms. Garno, based in the firm's Miami office, collaborated with Holland & Knight Associate Lisa Kpor to meet tight production deadlines and worked across multiple international time zones to negotiate and close the deal. The legal team also negotiated and finalized music licenses with Sony, Universal and Warner Chappell for the use of Mariah Carey's "Fantasy," the lead hit song on her 1995 "Daydream" album and the soundtrack of the ad campaign.

"We are so grateful for the effective, efficient representation and high-quality client service provided by Danielle and her team," said BY FAR CEO Sabina Gyosheva. "This type of global campaign with a celebrity as the face of our brand is a first for us and a big deal for BY FAR. 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. We will continue to rely on Danielle and her team as our go-to legal counsel as our company continues to grow."

Ms. Garno, a transactional and litigation attorney, focuses her practice on helping luxury brands and fashion clients of all sizes navigate complex legal and business issues while growing and building their brands. "One of the best parts of my job is helping my clients achieve their goals and visions. I am grateful to have played a role in helping BY FAR launch this important campaign."

Gyosheva, together with her sister Valentina Ignatova and Creative Director Denitsa Bumbarova, established BY FAR in 2016. The DAYDREAM collection of seven fragrances features a custom refillable charm that doubles as an accessory, enabling customers to create a sensory statement piece. Handmade in Grasse in the South of France, every fragrance oil in the collection is a testament to the rigorous craftsmanship of three noted perfumers: Fanny Bal, Jean-Cristophe Hérault and Caroline Dumur.

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