1000 Ideas by 100 Fashion Designers

Avsh Alom Gur 47

010

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London-based designer

Avsh Alom Gur studied

in Central Saint Martins,

graduating in 2002

with a distinction in

the MA fashion course.

From then on, Gur

worked with various

leading fashion houses,

consulting for brands

like Chloé, Donna

Karan, Roberto Cavalli,

and Nicole Farhi while

honing his skills and

gaining great insight

and experience into

the fashion industry to

 nally launch his own

label in 2005. Receiving

the Top Shop New Gen

Award on the same year

for sponsored stands,

Gur made his debut in

London Fashion Week

at the Natural History

Museum. This time

however, Gur also made

his debut off-schedule

catwalk show at On|Off

at the Royal Academy

of Arts receiving an

overwhelming reception

for his collection of

wrap tops, evening and

baby-doll dresses, and

ponchos that incorporate

hand-carved, semi-

precious stones inspired

by the Bedouin tribes.

Avsh Alom Gur

www.avshalomgur.com

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091 INSPIRATION. For me it is always

about a story, a fantasy, a scenery, or a

backdrop. Once these are in place, they act

as guidelines, which help me to curate and

“cast” the rest of my colors, materials, and

imaginary friends. Choose a story, close

your eyes, and imagine what garments a

beautiful princess would wear… then start

creating.

092 W

ORKPLACE. It is an organized

chaos. Masses of fabrics, materials, and

equipment hanging from the ceiling

alongside objects found in the streets. It

is an open space which hosts both creative

and technical staff.

093 C

OLORS. It should be odd, beautiful,

rich, and dirty at the same time. I usually

go for a group of colors from the same

family in order to create shades and

enhance them.

094 B

RAND VA L U E S . My label evokes

innovation, creativity, perfected

imperfection, and fun.

095

M

ATERIALS. I love fabrics that are made

from natural  bers such as cotton, linen,

and silk. I usually buy fabrics in markets

at relatively affordable prices. I then

manipulate them with silkscreen printing,

over-dyeing, and distressing, according to

my needs. Any preprinted fabrics which

carry other designer imagery would never

be found in my studio.

48 1,000 Ideas by 100 Fashion Designers

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Avsh Alom Gur 49

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096 COMMUNICATION STRATEGY. Make

something beautiful and do it with love,

care, and attention. Give it some time and

then people will respond to it.

097 E

VOLUTION. For me, fashion is

about evolution and not revolution. Every

collection is a new challenge in which

I aspire to reach new heights.

098 P

HILOSOPHY. Art is in the eye of

the beholder. I create fashion, I create

clothes, I create products that can be worn.

In extreme occasions some items can be

admired and therefore can be classi ed

as art.

099 A

DVICE. Do not take any stress, do

not give any stress. Think inside the box.

100 ACKNOWLEDGEMENT. The best

praise for me is to have my art featured in

printed publications, because these pages

will stay long after I have gone.

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