Paraguayan fashion designer and content creator Gabriela Recalde has officially rebranded her clothing label to Momorã, a name derived from Guaraní meaning “to cherish”, deepening her mission to bring Paraguayan artisanship to a global audience. The New York-based entrepreneur launched the rebrand this week alongside a new Momorã website, just months after her image appeared on a Times Square billboard as part of a national Marshalls campaign.
Momorã: A name with meaning
The brand was previously known as GR. The decision to rename it was driven by a desire for greater cultural alignment. Guaraní is one of Paraguay’s two official languages, spoken widely both in the country and within Paraguayan diaspora communities abroad.
“This was not just a name change,” Recalde says. “It was about realigning with who we are and what we want to represent. Momorã reflects the idea of cherishing our culture, our people, and the stories behind every piece.”
The rebrand followed months of careful development: consulting with family members and Guaraní speakers, and collaborating with a Paraguayan graphic designer on the visual identity. The clothing labels themselves are biodegradable, embedded with wildflower seeds that can be planted after use.
Ñandutí at the core
Momorã centres on ñandutí, the intricate handmade lace that has been crafted in Paraguay for centuries. The word “ñandutí” means “spiderweb” in Guaraní, a reference to the delicate, web-like patterns artisans produce by hand. Recalde collaborates directly with craftswomen in Paraguay, coordinating production remotely from New York via WhatsApp and placing orders in advance.
The new collection expands beyond wearable pieces to include home décor items: cushion covers, coasters, and Mburucuyá candles, made using a fragrance produced exclusively in Paraguay for the brand, each accompanied by a ñandutí coaster. The Mburucuyá, or passion flower, is native to Paraguay and holds cultural significance in the country.
The collection also incorporates more sustainable fabrics, including linen and cotton, and places greater emphasis on the Guaraní language: piece names and colour references throughout the range are drawn from Guaraní vocabulary. A top is named Narã, the Guaraní word for orange; a dress, Yvoti, meaning flower; a shirt, Tajy, after the lapacho tree, Paraguay’s national tree. Another dress is named Poti, meaning blossom.
A fully Paraguayan production
The Momorã rebrand was built on collaboration with Paraguayan talent at every level. The graphic identity was developed by a Paraguayan designer, and the models featured in the new campaign are all Paraguayan. Among them is Dahiana Gatzke, who was crowned Miss World 2023.
For Recalde, this was a deliberate choice. “My main objective has always been to make Paraguayan culture known internationally, and to make sure Paraguayans living abroad can find a little piece of home,” she says.
One woman, one brand
What makes the story of Momorã particularly striking is that Recalde runs it entirely on her own. She funds the label by reinvesting income from her work as a content creator, juggling brand collaborations, candle production, artisan coordination, and logistics simultaneously.
“It is difficult to balance everything, but it is my passion and I would not change it for anything. My great dream is that one day we can receive support from the government or institutions in Paraguay, so we can keep expanding and, above all, keep helping the artisans.”
Recalde believes that with institutional backing, the reach of Paraguayan craft could extend far beyond its current limits. “I have so many ideas and so much drive to expand and export what is ours. With a push, we could go much further.”
From a Times Square billboard to a new chapter
Recalde first gained wider recognition when her image appeared on a Times Square billboard in New York City in 2025, as part of a campaign for the American retail chain Marshalls. The advertisement identified her as “Gabriela from Paraguay”, a detail she described as deeply meaningful in a country frequently confused with its neighbours.
That moment of visibility now has a sequel. With Momorã, Recalde is not simply growing a brand. She is building an argument: that Paraguayan culture, its language, its lace, its artisans, and its flowers, deserves a permanent place on the global stage.
The Momorã SS2026 collection is now available at the Momorã official website, and follow Momorã on Instagram.
