Shoppers are splashing out on wardrobe staples, opting for basics crafted with premium fabrics over flashy showpieces. As priorities shift from flaunting logos to forming a long-lasting, quality wardrobe, basics – think white T-shirts or the perfect pair of jeans – are becoming the new status symbols.

Every girl worth her salt knows that a good wardrobe is built around the basics. That plain tee that makes statement skirts pop or those jeans that ensure you look great even when you're not trying. But with high street names like Gap seeing losses, where are Gen Yers buying their basics?

While it seems contradictory to buy new products in a bid to live with less, Minimalism & Co. is making it easier to lead a minimal life with its subscription boxes. For $95 every three months, it delivers purpose-driven essentials to people aspiring to live a highly curated lifestyle.

In an increasingly saturated market, multi-brand retailers such as ASOS and Amazon are investing in their own private label clothing lines to bolster margin, add market share and offer shoppers something they couldn’t find elsewhere. How has own-brand fashion gone from underdog to on-trend?