Summary:
- Armani Exchange revives the original Basics by Armani slogan.
- Photographer Mark Lukas Savage captured the campaign in black and white.
- The collection focuses on core streetwear elements for modern audiences.
Armani Exchange returns to early origins three decades after brand establishment. Giorgio Armani brings back the original slogan Basics by Armani to define current streetwear collections. The brand targets younger generations seeking authentic urban fashion. Direct design choices eliminate extra features to highlight personal identity. Authenticity, natural style, and modern energy drive this fresh chapter. Simple garments express personal confidence without relying on heavy logos.
Photographer Mark Lukas Savage creates visual imagery for the campaign through neutral studio settings. Savage shoots model portraits exclusively in black and white photography. The aesthetic references original brand archives from nineties and two-thousand fashion eras. Neutral studio backdrops remove visual clutter from every frame. Stripped backdrop elements force viewer focus toward individual personality and garments. Minimal lighting emphasizes textured cotton, classic denim, and structured jackets.
Giorgio Armani originally created Armani Exchange in 1991 to bring Italian style to global city streets. Milan street culture heavily influenced early brand collections during the initial launch era. Today the label maintains original street values while updating classic silhouettes. Basic garments form core daily wardrobe choices across global urban markets. Prices start around €50 for standard cotton tees and €150 for essential outerwear pieces. Trousers range from €100 to €180 depending on fabric choices and cuts.
Clear lines and functional fabrics replace unnecessary decorative details throughout the collection. Wearers express personal identity through simple cotton shirts, denim trousers, and minimal jackets. This campaign represents brand continuity across thirty years of changing youth culture. The visual strategy connects past archival designs directly with contemporary street trends. Armani Exchange reinforces commitment to accessible daily luxury through minimal design principles. Essential clothing items offer timeless styling options for city life across world capitals. Modern buyers seek longevity in everyday fashion items rather than temporary trend pieces. Neutral color palettes including black, white, navy, and grey anchor the entire selection.
Video Director: @sansdieu
Dop: @fbafotografia
Music & Sound Design: @formula.audio
Stylist: @biancaraggi
Movement Director: @gabriele
Set Designer: @cocco.cose
Hair Stylist: @yurinapolitanohair
Make Up Artist: @ariannacampa_makeup
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.
Share this article
