A graduate of the MA in fashion design at Central Saint Martins', since 2002 Gur has created concepts for product lines for luxury fashion houses including Chloe, Roberto Cavalli, Donna Karen, Nicole Farhi and Ossie Clark and continues to consult and collaborate with various luxury brands worldwide. In 2005, he developed his own design philosophy and launched the Avsh Alom Gur label, which was awarded the New Generation Award by the British Fashion Council for three seasons running.
Gur designs from the heart, developing new fabrics, modern finishing's, and creating unique colour palettes in-house, which evolve into simple and effortless yet desirable geometrically inspired shapes. Following successful fashion shows over ten seasons for London Fashion Week, and with stockists such as Barneys, Harvey Nichols and Beams in Japan, the mainline Avsh Alom Gur collection continues with R-T-W accessories and jewellery. Eclectic materials, beautifully crafted with semi-precious stones are created alongside made-to-order womenswear. Gur's current focus is developing his own design philosophy by creating ten staple pieces every season - Ten Gur.