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Shoot: Spring Dawn

Spring’s cold and tumultuous temperament can have a disastrous impact on our souls. The constant flux between glimmers of summer and relentless rainfall create an imbalance that can’t be explained away. Exemplifying the dawning of spring, Sasha Hitchcock took the darkness and juxtaposed it with the light fashion of the …



News: YMC #SS14 Menswear

British label YMC (You Must Create) have unveiled their #SS14 menswear collection. The brand, known for its relaxed tailoring and modern-classic design, have playfully enhanced their essence, giving minimal silhouettes electrifying prints, which includes bold stripes, polka dots and giraffe prints. We’ve been a fan of YMC for ages, and …


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#LCM AW14: Backstage at YMC

Here at Notion we strive to bring you #thetruth, and we believe that a healthy dose of transparency will do just that. What could be better than an invitation to dissect a fashion show? Our photographers pinned the LC:M shows to the table so that we could all better understand …



#LCM AW14 โ€“ Day Two Report

Day two of LCM dawned as day 2 of every fashion week since time immemorial โ€“ with a hangover from the night before. Having gleefully imbibed ourselves at Joseph Turvey, Ada x Nik and the grand Esquire party at The Rosewood, and accidentally on purpose chatted to/up a few celebrities,



Preview: YMC Mid Season Collection

To say that the YMC mid season selection is the soon-to-be staple in the Notion wardrobe would be an understatement. You see, there are two items you can guarantee will feature around the office on a daily basis – the classic shirt and a tidy bit of knitwear. And amid …



Preview: YMC x Gloverall

This season marks the 8th collaboration between YMC and iconic British outerwear brand, Gloverall. The styles – designed by YMC and produced by Gloverall in England – consist of an updated version of the Harrington Jacket and a modern twist on the traditional men’s Car Coat. The items are …



WHOWHAT Whale Bag Exclusively Available at YMC.

Japanese brand WHOWAT have unveiled these wale-inspired bags, cleverly crafted from black canvas in the shape of a jumbo whale. The bags are exclusively available at YMC and are available in two sizes, featuring a zip puller for a spine and logo buttons for each eye. The holdall has two …


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Preview: YMC AW13

New online this week is YMC’s stunning AW13 collection. Named ‘Dead Inside’, the pieces are a frank and candid response to the lackluster and unprovocative set-up of other designers in recent times.

Nostalgic yet forward-thinking, YMC’s AW13 is a celebratory collection that encapsulates the emergence of post-punk iconography into this …



Shoot: London Grunge

Feast your eyes on this rebellious shoot, styled by the talented Holly Ounstead, and shot by Elliott Morgan. The collection of exclusive images channel a dark romantic grunge aesthetic with a youthful under streak to provide a us with this set of beautiful punk shots.

Alex wears – Tee: Maje



#LCM SS14 Backstage: YMC

For the past few seasons, YMC has been quietly filtering major catwalk trends and streetstyle looks into impeccable shows that take the notion of ‘wearable’ to new levels. Normally when discussing a show, the idea of it being ‘commercial’ or ‘wearable’ is considered to be a criticism, but as both …