IN PRINT AND PRACTICE, a LADYGUNN series examining the publishing world through the people building it—editors, founders, and creative directors shaping culture from the inside.
As Creative Director and Co-Director of NOTION, Nicholas Douglas helps shape a platform where music, fashion, and identity exist in dialogue—woven into a coherent story about modern life. Based in London with a significant presence in the U.S., NOTION has become known for its forward-leaning editorial perspective and distinct visual language, grounded in a commitment to emerging and diverse creative voices.
When you talk to the minds shaping NOTION, it becomes clear very quickly that this isn’t a publication chasing clicks or trends—it’s a living, breathing cultural ecosystem. NOTION has grown from a magazine spotlighting emerging talent into a fully realized world where music, fashion, and ideas coexist with intention. It’s a space built on trust, curiosity, and long-term conviction, prioritizing depth over hype and community over scale.
We dive into how Douglas’ operates NOTION as a cultural blueprint rather than a traditional media outlet. From early bets on future icons to the philosophy behind events, partnerships, and print-as-art, this is a clear-eyed look at what it means to build something that lasts in an industry obsessed with the next moment.
When you think about NOTION today, do you see it more as a magazine, a platform, or a cultural world people step into?
It’s a cultural world first. The magazine is one expression of that, but NOTION is really about context – how music, fashion, and ideas live alongside each other. We’re not just documenting culture, we’re creating spaces people can step into and feel part of.
What was the original idea of NOTION, and what has it evolved into under your direction?
Originally, it was about giving emerging artists a serious platform early on. That instinct is still there, but it’s evolved. Now it’s about discovery with depth and longevity – not just being first, but being thoughtful about why someone matters.
If NOTION had an architectural blueprint, what are the core pillars holding it up?
Editorial integrity, cultural curiosity, community, and independence.
What does trust mean to you in media, and how do you build it with an audience?
Trust is consistency over time. It’s showing up, backing stories when they’re not obvious wins, and standing by artists before it’s fashionable.
NOTION has spotlighted artists like Billie Eilish, Dua Lipa, and Tems early. What do you look for before the world catches up?
Conviction more than perfection. You can usually tell when someone has something to say and the discipline to keep going. That matters more to us than polish.
What’s the difference between hype and momentum in your eyes?
Hype is loud and fleeting. Momentum is quieter, built steadily, and much harder to manufacture.
What makes you say yes to a story, a shoot, or an artist before numbers come into play?
If it feels necessary. If it adds something new to the conversation rather than echoing what’s already out there.
NOTION has expanded into live events and experiences. What does a NOTION event need to feel authentic?
Intentionality. The people, the space, and the programming all need to make sense together.
How do you translate editorial energy into physical space?
By thinking like editors, not promoters. Who’s in the room performing, why they’re there, and what they leave with matters more than scale.
What does community mean to you in 2026 as platforms and attention spans keep shifting?
Community is less about size now and more about alignment. Smaller, engaged audiences who genuinely care will always outlast mass reach.
What’s something producing events has taught you that editorial alone couldn’t?
That energy is immediate. In real life, you know instantly if something resonates – there’s no algorithm to soften the truth.
How do you protect creative integrity while engaging in commercial partnerships?
By being very clear about our role. If we can’t remain editorially present, it becomes harder. That clarity usually leads to better collaborations.
When brands like Spotify or The North Face come into the picture, what makes a collaboration feel aligned rather than forced?
When the brand respects culture instead of trying to steer it. The strongest partnerships come from trust and collaboration.
Has your relationship with selling changed as NOTION has grown?
Definitely. It’s more about translating value. When the work is strong, the conversation tends to follow naturally.
Do you think the future of magazines is digital-first, print-as-art, or something else?
Print as art, digital as dialogue. They serve different purposes, and neither replaces the other.
What do you think traditional media still gets wrong about how people consume culture?
They underestimate curiosity. People want depth, they just don’t want it delivered in a dull way.
What does editorial authority mean now, and do you still believe in it?
It’s earned, not declared. Authority comes from taste, care, and consistency over time.
What’s your creative process like?
Instinct first, then obsession. If something stays with me, that’s usually the signal.
Where do you go to feel inspired again when the industry feels saturated?
Live music, small rooms, and conversations that aren’t for content. Real life resets everything.
A cover should always do what?
Still make sense five years later.
