Notion of Form is a conceptual fashion brand that aims to visualize diversity from a perspective of form and colour.
The brand was born out of the need so seek new ways of expressing diversity, to step away from stereotypical multicultural fashion and to rid the perception of ”the other” by proposing a sculptural abstract approach to cross cultural dress. Notion of Form finds its strengths in the subtle nuances of abstracted shapes and how these can naturally integrate with different contexts all over the world.
Notion of Form sees no conflict between art and commerce as each part has a clear purpose expressed through a unified, holistic aesthetic language. To embody the brand’s aesthetic and ethical approach through different forms is considered to be a strength that enables a wide understanding of the philosophy behind Notion of Form.
Notion of Form is based in Stockholm, Sweden