Designing Dreams: Daniel Gram Fashion
DESIGNING DREAMS
An Exclusive Interview with Gustavo and Daniela Gramajo
By Tommy Butler, Editor-in-Chief
In the fast-paced world of fashion, few partnerships are as deeply rooted as that of Gustavo Gramajo and his daughter, Daniela. As the creative genius behind Daniel Gram Fashion, Gustavo brings a lifetime of technical mastery—backed by four degrees across two continents—to his couture designs. His daughter, Daniela, is not only the face of the brand but a collaborative force, actively shaping the artistry of the garments she wears on international stages.
In this exclusive interview for ShutterSpire Magazine, Editor-in-Chief Tommy Butler sits down with the dynamic duo to discuss their journey. From Gustavo’s humble beginnings cutting fabric in Argentina to Daniela’s rise as an international titleholder and aspiring lawyer, they reveal the grit, the sleepless nights, and the profound love that stitches their success together.
ShutterSpire: It is a privilege to sit down with two individuals who are not just making waves in the Utah fashion scene but are leaving footprints internationally. We have the mastermind behind the Daniel Gram Fashion brand, Gustavo Gramajo, and his daughter, the accomplished model and pageant titleholder, Daniela Gramajo. Thank you both for being here.
Daniela Gramajo: Thank you, Tommy. It’s always a privilege to work with you.
Gustavo Gramajo: It is a pleasure. Thank you for this opportunity to share our story.
ShutterSpire: Gustavo, the world sees the finished gown—the elegance, the "Daniel Gram" aesthetic—but we don't often see the origin. How did this journey begin for you?
Gustavo Gramajo: It started very early. I began creating clothing when I was about seven or eight years old. I used to cut up my mother’s clothes and sew them on an old pedal machine. Naturally, I got in trouble for ruining her clothes! But I always loved working with fabric. When I was 13, a neighbor named Gloria, who ran a clothing workshop, offered me a summer job. In Argentina, we call it prêt-à-porter, or ready-to-wear, but she did fine, high-quality work.
ShutterSpire: So you started as an apprentice?
Gustavo Gramajo: Yes. I worked with Gloria in the morning, and then attended school from 5 PM to midnight. She taught me the true foundation of couture. For the first year, I wasn't even allowed to touch a machine; I did everything by hand. That is why I am so familiar with couture techniques—hand-finishing hems and details. After a year, she taught me how to use the industrial machines. By 14 or 15, I was fully operating them. That experience made me fall in love with the work and decided my path to university.
ShutterSpire: Your educational background is staggering. I don't think many people realize how qualified you are. You hold four degrees in this field, correct?
Gustavo Gramajo: Yes, that is correct. I attended the University of Buenos Aires, where I graduated with degrees in Fashion Design and Textile Design. I graduated in March of 2002, and by March 25th—less than a month later—I was on a plane to the United States.
ShutterSpire: You didn’t stop studying once you arrived here, though.
Gustavo Gramajo: No. I wanted to establish myself here, so I attended Salt Lake Community College. I earned two more degrees there: one in Fashion Design and one in Technical Design. So, I have two from Argentina and two from the United States. While my roots are in Argentina, my professional career as a designer really blossomed here. This country opened the doors for me.
ShutterSpire: That transition from "pure art" to a successful business is the hardest bridge for any creative to cross. How did you manage that?
Gustavo Gramajo: It was hard work. In the beginning, my wife and I worked opposite shifts so one of us could always be with the children. I would work during the day, and she would work until midnight. That gave me time at home to create. Eventually, we opened our first store, "Charlie's Tailor," at the Valley Fair Mall. I was making evening gowns, quinceañera dresses, and bridal gowns. I remember one summer I made 120 dresses entirely on my own.
ShutterSpire: 120 dresses in a single summer? That’s incredible.
Gustavo Gramajo: I didn't sleep! I would close the store at midnight, go home, sleep for three or four hours, and go back. We later opened a larger store, "Angel's Bridals," at South Towne Mall. We eventually moved away from retail storefronts to focus on custom design, but those years taught me resilience. You have to be willing to do whatever it takes to keep the dream alive.
ShutterSpire: Daniela, growing up in that environment—watching your dad sleep three hours a night to build this legacy—how did that shape you?
Gustavo Gramajo: [Smiling] She grew up backstage.
Daniela Gramajo: It’s true. My dad started doing fashion shows when I was around seven. My older sister was modeling for him, so I was always backstage helping zip up models, putting on their shoes and earrings. I grew up with this mindset that if my dad could follow his dreams, I could too.
ShutterSpire: And now you aren't just backstage; you are center stage.
Daniela Gramajo: My first show happened by accident when I was 10! I was helping my sister, and a designer saw me in heels with my hair done and asked if I wanted to walk. I just said, "I guess!" Since then, it’s been a whirlwind. I started modeling my dad’s designs once I grew into women's sizes.
ShutterSpire: You’ve achieved so much already—Spectacular Teen Utah, Vice Queen of the Americas in El Salvador, modeling in Thailand and Argentina. What was it like going back to Argentina, your father’s homeland, as a model?
Daniela Gramajo: It was surreal. In Utah, we have a great community, but in Argentina, my dad is famous. People were stopping us on the street saying, "That’s Daniel Gram!" and begging to model for him. Walking the runway there was different; the style is unique, and being surrounded by that high-fashion energy in a place where my family has such deep roots was unforgettable.
ShutterSpire: I’ve noticed a unique dynamic between you two. At the end of your shows, Gustavo, you bring Daniela out and hold her hand up like she’s the trophy.
Gustavo Gramajo: She is my treasure. We are a team. People might not know this, but Daniela isn't just the model; she helps create the gowns. About 90% of the crystal and rhinestone work you see on my dresses is done by her. She has the patience for the intricate beading that I sometimes lack. When I walk out with her, I’m showing the world not just my daughter, but my partner in this art.
ShutterSpire: You’ve recently expanded the brand into something quite different from couture: a yoga line. What prompted that shift?
Gustavo Gramajo: The economy was challenging last year, and fewer people were buying expensive custom gowns. I needed to create something that kept the brand moving but was accessible. I noticed that most activewear is incredibly tight, which can be intimidating. I wanted to create a line that was comfortable and flattering for all body types—pants with a bit of flare, tops that fit well without being restrictive.
ShutterSpire: It’s been a huge hit. My own daughters are asking for Daniel Gram yoga gear for Christmas!
Gustavo Gramajo: That makes me very happy. It’s about making people feel good in their clothes, whether it’s a bridal gown or yoga pants.
ShutterSpire: Daniela, looking forward, what is next for you?
Daniela Gramajo: Education is a priority. I’m currently getting my Associate's in Political Science, and I plan to go to law school. But I want to keep the ball rolling with modeling. I’m eyeing the Miss USA system or potentially more international work. I’ve been told I need to go to New York, especially with the new yoga line.
ShutterSpire: I agree, New York seems like the next logical step for both of you. Gustavo, Daniela, thank you for sharing your journey with us. It is clear that for the Gramajo family, fashion is much more than fabric—it is a labor of love.
Daniel Gram’s next international runway will take place in Thailand, in May of 2026. Castings are open for models to apply on a first-come, first-served basis. Contact Daniel Gram Fashion on Instagram to learn more.
LINKS
CREDITS
Producer: Utah Fashion Show (@utahfashionshowofficial)
Photography by Tommy Butler (@shutterspire) at the Utah State Capitol Building
Couture by Daniel Gram @danielgramfashion
Executive Director @archiebrownofficial
Model @danielaxgramajo