gutai agency is the fullest expression of who I am as a creative in the fashion industry.

I created the agency as my final project at fashion school, developed as part of my thesis. It was born from the understanding that fashion is the cloud and space around clothing, and where everything is possible. It´s about the spaces, emotions, and feelings a brand can occupy, to create a real bond with the costumer.
We define our approach as creating embodied experiences; experiences that engage all the senses, with imagination as the key element. Throughout the gutai website and social media, you will find “gutai culture”, which explains the foundations behind everything we do; case studies that show how we approach our work; and an overview of the services we offer.

The fashion film Lègére tells the story of Iria, a young and independent woman who goes through a process of introspection and reconnection with herself. Through a contemplative visual narrative, the character experiences a moment of personal reflection that leads her to reconnect with her most pure, natural, and free side. The project is conceived by imagining that the brand Chloè commissions Cèline Sciamma to direct the film for the launch of a new fragrance, translating the director’s cinematic sensitivity and intimate perspective into the universe of fashion.

The visual proposal is based on several elements characteristic of Sciamma’s cinematic language: the use of silence, the absence of dialogue, the slowness of the shots, and a contemplative staging that invites the viewer to focus on the character’s emotions. In addition, the film draws strong inspiration from the world of art and from well-known pictorial references, which are integrated into the film’s aesthetic construction and reinforce its poetic and emotional atmosphere.

Year 2025

TUTOR_ Iván Blanco & Niko Barrena
CREATIVE PROCESS_ Jimena López, María Palacios, Kendra Matías and Greta Herrera
PRODUCTION_ María Palacios
DIRECTION_ Greta Herrera
ART DIRECTION_ Kendra Matías
MAKEUP AND HAIR_ Jimena López
POST-PRODUCTION_ Jimena López and Kendra Matías
STYLING_ Greta Herrera and Jimena López
VIDEOGRAPHY_ Carlos Chacon
CASTING_ Eli Bouvier

During an analysis of Balmain's inner workings and identity, I determined that all digital information should be materialized into a physical format that would complement the brand's identity. Consequently, I designed a book to achieve this purpose. Working within the IED workshop, I was able to meticulously craft the book from its inception, utilizing serigraphy for the cover, and personally assembling the hardcover and the design of it´s printed pages.

YEAR_ 12/2024

CREATIVE DIRECTION_ Greta Herrera
ANALYSIS_ Greta Herrera
GRAPHIC DESIGN_ Greta Herrera
BOOKBINDING_ Greta Herrera
With especial help from the IED design lab team
TOOLS_ Graphic design /Serigraphy/ Bookbinding
TUTOR_ Pedro María Barrios Cantero

Throughout this editorial work I aimed to showcase the subtle friction between individual identity and the constraints of the everyday. By deconstructing classic sartorial codes—the trench, the tie, the uniform—this editorial highlights the beauty found in imperfection. I worked as the creative director and stylist, while finding a balance of structural rigidity and raw, organic expression, celebrating the quiet, authentic details that truly define us.

YEAR_ 03/2025

STYLING AND CREATIVE DIRECTION_ Greta Herrera
PHOTOGRAPHY_ Paulo Herrera
MAKEUP AND HAIR_ Silvia Lago
CASTING_ Victoria Nolskog from fifth models management
POST-PRODUCTION_ Paulo Herrera

Intuition, the main theme around Lalanne's jewelry making process, born from the body and emotion, understanding jewelry as something living, personal, and almost organic. In a space where emotions and architecture engage in dialogue, a woman embodies the tension between the structural and the living human. Portraying the contained, sculptural gestures, yet letting the rigidity break and set free the movement of the body. The body becomes instinctive and fluid, transforming the space and inhabiting it through emotion. Thus, both the jewelry and the body in motion reveal their true nature: rigid, shifting, and profoundly alive.

YEAR_ 12/2025

CREATIVE AND ARTISTIC DIRECTION_ Jimena Lopez , Maria Palacios , Kendra Matias and Greta Herrera.
PRODUCTION_ Maria Palacios
VIEDEO DIRECTION_ Greta Herrera
PHOTOGRAPHY DIRECTION_ María palacios
WARDROBE _ Kendra Matias and Jimena López
MAKEUP AND HAIR_ Celia Carrillo
VIDEOGRAPHER_ Felipe Prado
POSTPRODUCTION_ Felipe Prado
CASTING_ Maria Pernas
LOCATION_ Olivos 82

Special thanks to Yulia Yadryshnikova from IED Madrid.

When being asked how your portrait would look, I found myself in a hazard. I believe I know myself quite well, but when thinking how I could portray it to people, I found it really interesting. I knew that I wanted to show my happiness, my joy and the way I see life.That is, being my true self as much as I can, and my truest self is me as a child. Having found the root of the project and a picture that could portray that, I thought how could I take it to the physical world. Having experience with serigraphy and admiring the process that it entails I decided to print the portrait through this technique. Also, a key part of my being is living though art, in all its forms. Consequently, I collaborated with a close friend from Madrid, who lives through art as well as I do, but with her own beautiful and strong perspective. She designed the outer part of the portrait, with the elements of my personality. As a result we, in a joint effort, created a painting that had both serigraphy done by me and drawn parts done by her. This project was transported to tee shirts as well, which I designed and created.

YEAR_ 06/2025

CREATIVE DIRECTION_ Greta Herrera and María Villamayor Andrade
TECHNIQUES_ Serigraphy and graphic design.
TUTOR_ Rosa Moreno IED Madrid and Oscar Ranz Torrejon