In the early 1990s, A|X ARMANI EXCHANGE drew inspiration from the energy of New York City’s streets to introduce a new style. At the time of its launch, the tagline that symbolized the brand’s philosophy was “Basics by Armani.”
“Bringing the aesthetics of into everyday life in a more direct, effortless, and contemporary way.” This is the motto at the core of the brand, embodying that spirit.
And now, more than 30 years later, “Basics by Armani” has made a comeback. Along with this tagline, which marks a return to the brand’s roots, new visuals for the Fall/Winter 2026 collection have been unveiled.
From the very beginning, has valued effortless styles that blend naturally into everyday life and the freedom for each wearer to express their own individuality.
In this new campaign, shot by up-and-coming photographer Mark Lucas Savage, the visuals incorporate styles from the 1990s through the early 2000s, as well as a mood reminiscent of the *Armani* archives, while reinterpreting them from a contemporary perspective.
With fashion and culture from the ’90s and ’00s once again in the spotlight, this season’s collection stays true to the “Basics by Armani” philosophy while reinterpreting past styles through a 2026 lens, rather than simply replicating them.
Wear it casually in your everyday life. At the same time, it’s important to express your individuality. Take a look at the latest visuals to see the enduring philosophy of .
