Fashion Trendsetter

Tell me about the inspiration for the Spring/Summer 2007 collection.

The spring summer 2007 collection is a combination of a few directions. On one hand, you have the Greek island fantasy, a historical futuristic wedding in the twilight zone on a Greek island. You know when you have a suntan in Greece, and in the afternoon the sun is really low and the colours are just beautiful, and also all the people are really bronzed and tanned. That was the kind of the time of day. When we translated that into fabric, it was inevitable that we were going to use silks and cottons, but because of the twilight zone we have the beautiful transparent colours like the pink, the turquoise, and of course the silver jewellery. That is one direction of the inspiration. The other direction was a practical point of view, if I was a woman that really wanted to go on holiday in the summer to a place that has beautiful scenery, I would need beautiful separates that would work together incredibly well. I would need swimwear, so we did 3 styles of swimwear with a seasonal print. To wear on top of the swimwear, if you went to a bar or a party you would need these beautiful racer back tube dresses in silk. That is Greek future island from both fantasy and practical point of view. Future and history together...

The future of Avsh Alom Gur?

To be honest, I am not a fortune teller and I hate to do it because I am a bit superstitious about these things, but I have set up my own company for a reason, I want to be a fashion house. The last 18 months we showed 3 times off-schedule, we got the New Generation award three times. The big challenge for the next 2 years will be to become on-schedule and have four fantastic seasons, four fantastic on-schedule shows, extending our stockists to 100 worldwide, so we are selling in 100 department stores and leading fashion shops, and that will be the time to think what is next. Will we do a diffusion line? A menswear line? Maybe show in Paris? Maybe open a flagship store, which would bring more investors on board? I think for the next two years, the goal is more stockists, on-schedule shows, and continuing to do our cutting edge product without compromising quality and uniqueness.