Its approach was refreshing, unexpected, and — perhaps most significantly — in line with the energy of youth. With a driving ideology of accessibility and versatility, Armani Exchange created the concept of designer essentials, of ‘clothing as utility’.

Inspired by the laid-back, modern approach to dressing he observed in the downtown scenes of his favourite cities (Milan, New York, London, Tokyo), Armani created a collection of un-basic ‘basics’ that embodied the understated sophistication of a new generation. He challenged fashion conventions and the overdone tastes of runway obsessives by focussing on a different perspective: a light-hearted approach to fashion that allows for the slouchy, unselfconscious elegance innate in youthful dressing.

Over the years, the collection has evolved from a selection of basics to a more comprehensive modern wardrobe — the perfect leather jacket, the softest T-shirts, everyday denim — in order to keep pace with the evolving self-expression of young people in the world’s cities.