Glorinha Paranaguá’s granddaughter, Yasmine Paranaguá, elevates the brand’s legacy to new heights

The world of Glorinha Paranaguá blends tangible beauty with deep family affection. Observing its exquisitely curated pieces and understanding their origins enhances the entire fashion experience. The signature bamboo — the material behind the brand’s iconic handbags — is a legacy of founder Glorinha’s refined taste.

It all began in the 1990s, in a charming boutique in Ipanema — an authentic meeting point that was both artisanal and cosmopolitan. From there, the brand flourished and became a reference for the international projection of Brazilian fashion. That’s how true luxury is born: creative pieces of singular originality that capture the world’s attention through their excellence.

Glorinha had already traveled extensively — her husband, Paulo, was a diplomat — and collected experiences in Morocco, Austria, Kuwait, France, Argentina, and beyond. Throughout those journeys, she carried — and elevated — the value of Brazilian materials wherever she went.

Three decades later, the brand stands under a new light — with the same essence, but an expanded family. Glorinha’s granddaughter, Yasmine Paranaguá, the first female heir in a family of sons, graduated in Design and inherited her grandmother’s cosmopolitan fashion sense. Naturally, she took over as Creative Director.

Yasmine’s mother, Naná, Glorinha’s daughter-in-law, had already joined the team — uniting a mother-in-law and daughter-in-law bonded by their shared passion for fashion’s savoir-faire. This trio of women remains the foundation of the brand’s DNA to this day. Between national and international commitments, Yasmine Paranaguá spoke with Fashion Label Brasil.

Glorinha Paranaguá has now spanned three generations. How do you perceive this heritage and the responsibility of carrying your grandmother’s legacy forward?

I grew up inside the company and was always very close to my grandmother. We lived nearby and did everything together. Since my grandmother only had sons, being her first granddaughter — and loving this creative world from an early age — brought us even closer.

Another beautiful aspect is the relationship between my mother and grandmother — daughter-in-law and mother-in-law, right? They’ve always had a wonderful bond and very similar tastes. I think my mother joining the company was a gift to my grandmother — and to me as well. My mother, beyond being my mom, is my right hand. We have incredible synergy working together. I see it as a true privilege to continue the legacy of Glorinha Paranaguá.

What has changed in the brand’s DNA since its foundation?

The brand’s DNA is very strong and distinctive — and we make a point of preserving it. That’s what defines the brand and makes our products recognizable.

What’s new is that there’s now a younger, fresher perspective — someone who has lived abroad, eager to bring innovation and add new layers. Also, as a mother constantly on the move with my child, I think a lot about functionality. How can I have a handbag that looks elegant but is also practical? It’s about adding new elements and usability to each piece — that’s a meaningful shift that came with my arrival.

I also brought my passion for embroidery into the brand. I’ve studied it formally and continue to refine my craft. Often, I create the first sample myself. So I feel this embroidered world has truly become part of the brand’s identity since I joined.

How do you translate tradition for a contemporary audience?

To me, tradition means passing something from mother to daughter — allowing different generations to wear the same piece in completely different ways.

In a sense, it’s also about reuse. For a modern audience that values making the most of what they own — and who are mindful about reducing waste and consuming more consciously — this idea of durability and versatility is incredibly appealing.

You lived in Singapore and Shanghai. How did your time in Asia influence your creative and aesthetic vision?

I absolutely loved living in Asia — in Singapore and Shanghai. That experience opened a new window for me to understand the East. I was able to absorb techniques and cultural nuances. There, people deeply value what has been crafted and what already exists, and hierarchy is highly respected. I find that very beautiful — and it has become deeply rooted in my creative process.

Beyond creative and aesthetic influences, Asia also brought me many behavioral insights. I observed the social dynamics of each country — how people adapt and evolve. That was an immense learning experience for me.

Are there elements of Asian culture that you’ve incorporated into your design process or brand identity?

Yes — it’s all connected to mindset. The Asian public has a profound appreciation for craftsmanship, for what’s handmade, and for the time invested in creating something. I remember that when I studied at Lesage, many of my classmates were Japanese — they place incredible value on hand-embellished work, especially embroidery, treating it as a true art form.

How has your international experience influenced the way you manage the brand, beyond design itself?

Living abroad brings a wealth of experience. In my case, it gave me independence — the ability to understand professional life, beginnings, and family balance. It shapes you in every sense: being away from your country, your comfort zone, and your family. So, that experience was not only essential to my creative vision but also to my personal growth. And yes, I believe that’s reflected in how we run the brand today.

In terms of physical presence, how many points of sale does the brand currently have?

We have two flagship stores — one in Rio de Janeiro and one in São Paulo. We sell throughout Brazil and internationally, and we’re continuously expanding. Among our multi-brand partners, we have around 30 to 35 clients distributed across Brazil and abroad.

Who tends to identify most with the brand in Brazil? And how does that compare to your international audience?

I believe our clientele — both in Brazil and internationally — shares very similar values. They appreciate the handmade, value brands with an authentic and distinctive touch, and look for products with impeccable craftsmanship rather than a logo to display.

We’re constantly refining our product mix so that our clients can style our handbags for a variety of occasions.

What materials do you use most often, and how does your design process work? Is it a collaborative team effort?

Our signature material is bamboo — it’s truly our hallmark. My mother and I love mixing materials; we find that richness in contrasts. We often combine bamboo with leather, and straw appears in certain seasons. In winter, for example, we play with velvet and create unexpected combinations.

The creative process is mostly handled by my mother and me. Production is outsourced, and our teams are split between São Paulo and Rio. We conduct research both together and independently — drawing inspiration from online references, fashion shows, travels, and exhibitions.

The bamboo handbag is an icon of Glorinha Paranaguá. How do you keep this classic alive while still innovating?

The bamboo handbag is our true icon — our flagship piece. It’s timeless. From it, we’ve developed an entire bamboo line. Alongside this bestseller, we also have other signature pieces: leather handbags, our bamboo-button belt bags, and our beloved hand-crocheted items.

What international events have been significant for the brand? Have you participated in international trade fairs? Yes — my mother and grandmother participated in several fairs. In October 2019, we took part in Coterie in New York. We had to pause due to the pandemic, but we plan to return next year and participate in more fairs, particularly in Europe.

What are the next steps in terms of national and international expansion?

Expansion is always the goal. We want to strengthen brand awareness and increase our reach — both across Brazil and in international markets.

What can we expect from the brand in the coming years?

We like to flirt with the new while honoring the past. I truly believe in collaborations — so we’re always thinking about and planning the next one. And of course, the plan is to keep growing, creating, selling, and bringing more beautiful handbags to our clients.

By Juliana Lopes, editor at Fashion Label Brasil
Photos: Courtesy of Glorinha Paranaguá