CATALINA GUIRADO
BRITISH-SPANISH CREATIVE DIRECTOR · CURATOR · CULTURAL PRODUCER · MEDIA PERSONALITY
FROM 90s IT-GIRL TO CULTURAL CREATIVE
Catalina first became known as a model and television personality during the cultural explosion of 1990s London.
As one of the era’s original It Girls, she became a recognisable figure within the worlds of fashion, music, media and Cool Britannia. Her television career began on Channel 4’s cult programme TFI Friday, where she appeared alongside Chris Evans as “The Gorgeous Girl.” She later reached a wider television audience through programmes including I’m a Celebrity… Get Me Out of Here!
Her modelling career included international fashion and beauty campaigns, editorial features, magazine covers and runway appearances for designers including Vivienne Westwood.
APPEARED IN
Catalina has appeared in publications including Vogue Italia, Elle, Cosmopolitan, Vanity Fair, L’Officiel Art, Esquire, FHM, HELLO! and OK!, with cover appearances including Loaded, Maxim and Sky Magazine.
Her commercial work has included campaigns for Dove, Wella and Puma. She was also named by British Esquire as one of its “30 Most Eligible Women,” alongside Elizabeth Hurley and Kylie Minogue.
Catalina Guirado is a British-Spanish creative director, curator, cultural producer and internationally recognised media personality whose career has moved through fashion, television, music, art and creative wellness.
Based in Los Angeles and working regularly between the United States, the United Kingdom and Spain, Catalina’s work is connected by one central idea: how creativity, culture and artistic legacy can continue to evolve.
MUSIC, MEDIA AND LOS ANGELES
Classically trained in music, Catalina performed at the Royal Albert Hall and Royal Festival Hall and was awarded a scholarship to study at the Guildhall School of Music and Drama.
She later worked as a songwriter and recording artist, signing a publishing deal with Universal Music Publishing. Her career also expanded into media relations, artist development and music A&R.
After establishing her career in the United Kingdom, Catalina began spending time in Los Angeles in 2001 and made the city her permanent home in 2003.
In 2006, she stepped away from her established modelling, acting and television career to focus on A&R and working behind the scenes within the music industry.
This transition led to LP33.tv in 2008, where Catalina became a director and senior executive at the digital music television platform. Working across A&R, artist discovery, programming, publicity and live events including SXSW, she helped develop emerging talent and manage creative teams.
LP33.tv marked Catalina’s transition from on-camera personality to creative executive, giving her the experience in artist development, leadership and cultural strategy that continues to inform her work today.
GUIRADO ESTATE
THE PAST, PRESERVED. THE FUTURE, REIMAGINED.
Following the death of her father, the acclaimed Spanish artist Juan Antonio Guirado, Catalina assumed leadership of the Guirado Estate as its President and Creative Director.
For more than fifteen years, she has preserved, repositioned and expanded his artistic legacy internationally—curating exhibitions, developing institutional relationships and introducing his metaphysical, environmental and Intrarealist works to new audiences.
Her stewardship represents something particularly distinctive: the continuation of an artist’s legacy by someone with both an intimate understanding of the artist and an independent creative vision of her own.
Catalina does more than administer an archive. She interprets the ideas, symbolism and visual language within Guirado’s work through contemporary exhibitions, design, digital media, sound and immersive experience—protecting the integrity of the original art while opening it to new dimensions and cultural relevance.
Estate highlights include exhibitions and collaborations with Coral Gables Museum during Art Basel Miami, the University of JaĂ©n in AndalucĂa and the Cesáreo RodrĂguez-Aguilera Foundation, where Guirado’s work entered a collection that includes Picasso, MirĂł and TĂ pies.
Catalina has also spoken publicly about art-estate management, cultural stewardship and the possibilities of extending artistic legacy through contemporary media.
GUIRADO DESIGN STUDIO
ART INTO DESIGN · TEXTILES · DIGITAL MEDIA · IMMERSIVE EXPERIENCE
Founded and creatively directed by Catalina, Guirado Design Studio carries the visual language and ideas of the Guirado archive into contemporary design.
The studio evolved from Guirado Design, Catalina’s art-led textile and interiors practice. Its projects include a collection of statement scarves that transform selected details from Juan Antonio Guirado’s paintings into wearable art.
In 2014, Catalina was commissioned to create bespoke designs for Karma Sanctum Soho in London. Drawing from Guirado’s painting Apocalypse, she developed original wallpaper and furnishings for the hotel’s restaurant and Suite 401—taking the artwork beyond the gallery and into an immersive interior environment.
This creative interpretation has since expanded across digital art, projected imagery, movement, original music, sound and frequency.
Projects include Rebirth, created in collaboration with FLOAT VR and presented at Coral Gables Museum during Art Basel Miami, and Out of Darkness Comes Light, an evolving art-and-sound experience presented in London and Los Angeles.
Through Guirado Design Studio, Catalina is ensuring that the estate remains a living creative legacy: preserving the original work while finding intelligent and visually compelling ways for contemporary audiences to encounter it.
THE ART OF ZEN
The Art of Zen is Catalina’s original Creative Wellness methodology, created to support stress relief through art, breathwork, mindfulness, movement and healthy lifestyle practices.
Catalina currently leads Creative Wellness programmes for neurodivergent adults at The Bhatia Family Village, part of ETTA in Los Angeles. As its Art Outreach Consultant, she also helps develop creative programming, exhibitions, partnerships and community engagement.
Her vision is to adapt The Art of Zen for community organisations, cultural institutions, corporate wellbeing, older-adult communities and dementia care.
TOTALLY AGELESS
Totally Ageless contributes the nutrition, movement, mindset and healthy-ageing principles within Karma Besos.
Together, these ideas form one connected approach to creative wellbeing—not about chasing perfection or denying age, but living with energy, character, beauty and awareness.
KARMA BESOS
CREATIVE WELLNESS · INTENTIONAL LIVING · THE ART OF ZEN
Karma Besos is Catalina’s philosophy of creative, intentional living and the umbrella for her work in wellness.
Inspired by her Spanish heritage, Italian childhood summers and California life, it brings together creativity, mindfulness, nourishing food, movement, horses, nature and simple rituals for living with greater balance and awareness.
Following the loss of her mother to Alzheimer’s disease and a close friend to cancer, Catalina explored more deeply the relationship between stress, lifestyle and wellbeing. She trained as a certified Health and Life Coach, qualified as a Pilates instructor and studied creative and art-therapy coaching.
LIFE BETWEEN CALIFORNIA AND EUROPE
Catalina is based in Los Angeles and spends time in the United Kingdom and Spain for her creative, cultural, and estate work.
She lives with her husband, British musician Matt Cheadle, and their rescued Bengal cat, Bertie. A lifelong equestrian, Catalina owns a purebred Arabian mare named Farah.
Horses remain central to her life: a source of discipline, freedom, presence and connection. She hopes to extend her Creative Wellness practice into equine-assisted work in the future.
Art, music, horses, culture and a little rock-and-roll glamour remain at the heart of how Catalina lives—and how she continues to create.
WORK WITH CATALINA
Catalina is available for selected creative direction and cultural-production projects, curatorial collaborations, legacy development, speaking engagements, brand partnerships and private Creative Wellness work.
